The US TV Market In Transition: Succeeding In A Multiplatform World
January 20, 2009
Why Read This Report
With revenues stagnating in the US pay-TV, advertising, and DVD markets, the TV industry is turning to a host of new platforms to drive new growth. Forrester evaluated each of the emerging platforms — PC, mobile, set-top box (STB), and video on demand (VOD) — against key consumer criteria. While PC-based viewing tops our ratings, most consumers, in fact, will not choose one platform but rather many platforms to meet their various TV use cases. To help the TV industry thrive in a multiplatform world, we detail the three strategies that companies must embrace for the next decade of TV competition: integrating across platforms, moving beyond video, and creating a single view of the customer.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- The TV Industry Transitions From Mature To Emerging Platforms
- Evaluating The Emerging TV Platforms
- Serving The Multiplatform TV User
- Strategies For Thriving In A Multiplatform TV World
- Related Research Documents
Benchmark 2008: Pay TV Is Growing Through Digital Upgrades
July 23, 2008 | James L. McQuivey
Cable Voice Brings VoIP Into The Mainstream
October 6, 2008 | Sally M. Cohen
Brief: Optimize Your Trust Formula
October 5, 2016 | Fatemeh Khatibloo