MediaPost Publications

Although low-cost over-the-top TV services continue to gain steam, a somewhat older multichannel TV provider will continue to grow.

Dallas-based media researcher Parks Associates says IPTV subscribers will more than double in five years to some 18 million from the current subscriber base of 8.8 million. This will give the business an 18% share.

As a result, the two other multichannel TV services will decline -- cable industry share will fall to 52% from 60%, and satellit ...read more

It was recently reported by Parks Associates that real-time bidding (RTB) accounts for 12% of total digital display advertising. While 12% may seem like a small percentage when you consider how much airtime the industry devotes to RTB, that 12% actually represents a roughly $800 million business.

RTB is quickly moving beyond its infancy and into its adolescent stage of life. The first demand-side platform (DSP) was introduced in the early 2000s and it took less than one deca ...read more

This year, 56% of smart TV set owners have accessed some video via a Net connection, according to media research firm Parks Associates. The number is up from 40% two years ago. Overall, Internet-connected video watching on big TV screens is up 30% in the last six months.

When it comes to premium video, viewing is evenly split between movies (30%) and TV (32%).

Parks Associates believes more activity will come because nearly one-half of HDTVs shipped in 2012 will be Internet-c ...read more

For starters, most pay-TV subscribers aren’t even aware that they have access to TV Everywhere services. According to a recent survey by Parks Associates, fewer than 20 percent of pay-TV subscribers know of TV Everywhere. Meanwhile, Parks Research Director Brett Sappington points out that pay-TV companies have spent no money marketing these services.

Could it be that pay-TV companies are doing this on purpose?

"If this is designed to be cable's tool to fight over-the-top serv ...read more

New research may indicate that Netflix’s appeal vis-à-vis HBO, Showtime and pay-per-view films is less than expected, given the relatively low cost. Parks Associates found that 17% of those watching HBO and other premium networks consider going with Netflix instead.

Also, 16% of broadband users consider going with an online video-on-demand service while watching a movie via traditional VOD.

Still, Parks Associates said its research shows that consumers appreciate the lower co ...read more

TV Everywhere services -- which were supposed to be the coordinated response of pay TV operators like Comcast, Time Warner Cable and DirecTV to threatening over-the-top TV/video services like Netflix and Hulu -- are suffering from a lack of visibility, according to Parks Associates’ Brett Sappington.

In a column for Fierce Online Video, Sappington reveals that only one-fourth or fewer subscribers to most of the big pay TV operators are even aware of the TV Everywhere services t ...read more

So-called TV Everywhere services -- which were supposed to be the coordinated response of pay TV operators like Comcast, Time Warner Cable and DirecTV to threatening over-the-top TV/video services like Netflix and Hulu -- are suffering from a lack of visibility, according to Parks Associates’ Brett Sappington.

In a column for Fierce Online Video, Sappington reveals that only one-fourth or fewer subscribers to most of the big pay TV operators are even aware of the TV Everywhere ...read more

Despite finding that nearly half of consumers don’t know how much mobile data they use every month, two-thirds of them are unwilling to pay more than $50 a month for their service plans, according to new research from Parks Associates. Even at that level, unlimited data could become an expensive proposition, says Harry Wang, director of mobile research at the firm.

“Consumers’ budgets have a limit, and carriers cannot expect people to pay more for the data,” Wang tells Marketin ...read more