Trends Report

OTT Ushers In A New Era For TV

Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

April 8th, 2016
JN
Jim Nail
With contributors:
Brigitte Majewski , Stephanie Liu , Kristopher Arcand , Cody White , Laura Glazer

Summary

Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows OTT viewing time accelerating while the barriers our ConsumerVoices panel describes are rapidly giving way. B2C marketing professionals should begin testing and learning how their video strategies must evolve in this new environment.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.