The Video Ecosystem: The Future of TV

CTA conducted this research to explore U.S. adults’ needs, preferences and behaviors related to consuming video content on different devices (with screens), with a focus on TV and smartphone. 

Specifically, the research addresses:

•        Identify prioritization of video content watched on TV versus other devices ​

•        Determine the importance of features when selecting video content to watch, as well as understand the features that will drive future TV ownership/ viewership

•        Explore device and viewership motivations, attitudes and behaviors among generational cohorts