LOS ANGELES--(BUSINESS WIRE)--NATPE||Content First and the Consumer Electronics Association (CEA)® have for a second consecutive year jointly commissioned a consumer research study, this time to gather insight into the content discovery process and alternatives to live TV viewing. Findings from the two-phase study will be presented in two co-branded research reports at the 2015 International CES® and NATPE||Miami in January 2015 with each presentation followed by a panel discussion of senior executives from the content and consumer electronics industries, CEA President and CEO Gary Shapiro and NATPE President and CEO Rod Perth announced today.
The research is being conducted by third-party market research company E-Poll Market Research. It is designed to evaluate the TV content distribution landscape and the dynamics at play against the background of exploding consumer choices.
“The question of how and where people are discovering content – on any device – is one that we need to gain a better understanding of as an industry,” said Perth. “Viewers enjoy thousands of choices, but finding and marketing new programs is incredibly difficult. This research study will reveal fresh guidance on the how and why of viewer discovery.”
“Innovations in consumer technology have provided consumers with a multitude of choices in how, when and where they watch and learn about TV programs,” noted Shapiro. “Having a more detailed understanding of how consumers use these technologies will help guide the next generation of innovation.”
The quantitative first phase of the study, conducted online among regular TV viewers, focuses on content discovery and the changing channels of distribution. This includes an exploration of the attitudes, usage and benefits of alternative platforms for TV content consumption – such as smartphones, tablets and laptops – and sources of TV content viewing – such as subscription video on demand (SVOD), video on demand (VOD), TV Everywhere, digital video recorder (DVR) and other over-the-top (OTT) networks and their impact on overall viewing behavior. The goal for this portion is to identify key steps in the content discovery process, including how consumers typically find out about new television content, how they select new content to sample, and what their attitudes and expectations are for new programming by distribution channel.
The qualitative second phase of the study focuses on the TV content discovery and selection process. This portion aims to track content exposure, selection and viewing behavior of several groups of TV content consumers daily, over the course of one week. Their feedback will lend additional context and depth to the quantitative findings. Information will be gathered on the shows they watch and where they watch them, which shows they plan to view and why, which shows they talk about, which shows they are exposed to on social media, their expectations for new programs, and more.
About E-Poll Market Research
E-Poll Market Research is highly regarded in the entertainment industry with more than 15 years of experience conducting award-winning qualitative and quantitative research for television, networks, producers, media agencies, advertisers and emerging media platforms. Their expertise in measuring attitudes toward traditional linear TV content has greatly expanded to include measurement of emerging and streaming TV content and distribution platforms including usage of and attitudes toward smartphones, tablets and other multi-platform entertainment technologies. They have conducted groundbreaking confidential studies for many of their network clients on the impact and usage of TV Everywhere and continue to be at the forefront of research ideation and execution on the subject.
About NATPE||Content First
With more than 150 speakers participating in 50+ panels, tracks and conversations, NATPE||Miami promises to offer a conference that will challenge industry norms, offer innovative ideas and provide thought-provoking opportunities to tackle 2015 with a fresh perspective.
NATPE||Miami is the “Market of the Americas,” dedicated to creating the first – and most important – must-attend market of the year for the linear and digital content communities, and increasingly for advertisers and brands. NATPE provides the big tent environment where deals start, and then get done across every platform. Committed to serving as a catalyst in the content revolution, NATPE’s 2015 conference will take shape under the banner theme “CONTENT WITHOUT BORDERS.”
The annual Market and Conference will once again be held at the Fontainebleau Resort, Miami Beach (Jan. 20-22, 2015) with the support of the Miami Beach Visitor and Convention Authority. NATPE also produces NATPE||Europe, Prague Hilton Hotel, Czech Republic (June 22-25, 2015) the premier market for the dynamic and evolving content industry centered in the CEE. Visit us at www.natpe.com.
About the Consumer Electronics Association (CEA)
The Consumer Electronics Association (CEA) is the technology trade association representing the $211 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also owns and produces the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at www.CE.org, www.DeclareInnovation.com and through social media: http://www.ce.org/social.