The growing availability of online content and video subscription services, coupled with an exploding market for connected devices, has pushed the idea of cord cutting — or dropping a traditional cable TV subscription package in favor of online video sources — into the mainstream. But how viable is the concept, really?
For its experiment (which the agency stresses was not intended as a scientific research study), Hill Holliday provided each family with a different connected device: the Roku, Apple TV, Xbox 360, Boxee Box and Google TV.
The agency conducted interviews with the participants at the beginning and end of the week, and also had the participants record their own thoughts throughout the process. Hill Holliday compiled that footage into a short video clip and presented the results of the experiment at last week’s TVnext summit.
Check out the video:
Connected Devices Aren’t Cable Box Replacements (Yet)
The big takeaway from the experiment is that in their current iteration, connected devices are not drop-in cable box replacements. Ultimately, this makes a lot of sense.
As Hill Holliday notes in its write-up of the experiment, none of the connected devices used in the study are advertised as cable TV replacements. Most of these devices are promoted as a way to augment regular TV viewing and not as a sole provider of video content.
Where connected devices fall short of emulating the cable TV experience (at least in this experiment) can be separated into two areas:
- Lack of live content
- User experience
The Live TV Conundrum
Live content is a problem for which there is no easy solution. Live streams of...
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