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Impact of Next Gen TV on Consumer Behavior

Consumers can enjoy their programming on just about any device or platform. But innovations in the television display industry are increasing its attractiveness to consumers. In fact, anticipated Next-Gen TV innovation may significantly impact both the display and content industry.

This study explores how content viewing behaviors are changing and how upgrades to the devices and displays used for content consumption will further influence these changes.

Other research objectives addressed include:

  • Learning how consumers receive content and what encourages or discourages receiving content a certain way
  • Exploring future content consumption behaviors, TV purchasing intentions and how the two may influence each other
  • Understanding consumers’ familiarity with Advanced Television Systems Committee (ATSC) 3.0 features and the attractiveness of its features, especially among current or potential OTT or OTA consumers