Goodbye, Couch Potato: Rovi Survey Reveals Prime Viewing Takes Place at Work and During Commutes

***Register for the complimentary webinar about survey findings scheduled for May 4, 2016 5 p.m. BST/ 12 p.m. EDT / 9 a.m. PDT***

Posted on February 1, 2016

Rovi recently released phase-three findings of the company’s sponsored survey of 4,000* pay-TV and over-the-top (OTT) content subscribers in the U.S., Europe and Asia.

Phase one of the survey focused on the low percentage of respondents that had cut the cord relative to those who’d simply considered it, and phase two explored why. Phase three suggests the idea of the “couch potato,” the sedentary, home- and comfy chair-bound TV watcher, has gone the way of classic rotary TV dials and rabbit ears.

More people are watching their entertainment on the go. Globally, nearly two-thirds of respondents said they frequently stream content in their cars or on public transportation; 29 percent of respondents said they view content while at work. Respondents in India were more likely than those in other regions to stream content equally in all three places, while those in China tended to stream content during meals. In the U.S., respondents reported streaming slightly more often in the car, and in Japan, more people do so while standing in line.

Additional survey findings revealed:

  • 51 percent of all respondents said their providers should focus on making searches for entertainment content easier and more effective
  • 70 percent of all respondents said they would prefer to find programs on-platform, rather than watching recommendations from friends and family
  • 58 percent of all respondents said they would be open to anonymously sharing information viewing preferences in order to receive better recommendations
  • 77 percent of respondents said they currently subscribe to alternate TV or content providers (e.g., Netflix, Hulu) – more so in the U.S. and Europe vs. Asia Pacific; Millennials (84 percent) and parents (81 percent) were also more likely to subscribe to alternate TV or video content providers

These findings underscore the value of Rovi’s entertainment discovery solutions, which give viewers the immediate, resonant guidance they need to find programming wherever they are –  at home or on the go – whether on TVs, smartphones, mobile devices or new content/service platforms.

For more data from the Rovi Global Survey, read the press release.

Download the survey infographic now.

*Of the 4,000 consumers surveyed, 1,000 interviews were completed in the U.S. and 500 interviews each were conducted in the U.K., France, Germany, China, Japan and India.