Voice commands on video devices: Content discovery and navigation

April 01, 2019  | Subscribers Only

Fateha Begum Fateha Begum Associate Director, Connected Devices & Media Consumption
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Voice has become increasingly important in the device and entertainment ecosystem, with device manufacturers and service providers recognizing the importance of voice in content discovery and engagement.

IHS Markit's Consumer Research: Devices, Media and Usage surveys conducted in November 2018 to understand adoption and usage of various connected devices.

This report identifies consumer groups that are using voice commands on their TV/video services and their current uptake and usage of devices and video services.

Highlights:

Voice has become increasingly important in the device and entertainment ecosystem, with device manufacturers and service providers recognizing the importance of voice in content discovery and engagement.

Consumers face a wider choice of content with linear, pay TV VoD and OTT streaming available via an array of devices and platforms. The set-top box, along with other connected devices, act as content aggregators where navigation and search becomes key.

The latest findings from IHS Markit’s Consumer Research: Devices, Media and Usage intelligence surveys, found 22% of Internet users across four markets – the US, UK, Australia and India – use voice commands to operate their TV or video devices.

Age is an important factor to consider in the use of voice commands; currently, usage peaks among 25 to 34 year olds when comparing to all adults aged 18 to 64, however, all age groups are key targets.

Adults engaging voice commands on video are more likely to own or have access to connected living room devices which allow access to OTT video services on the TV screen. They are also more likely to own Samsung and LG smart TVs.

 Users of newer content discovery methods are more likely to rate video services highly on overall user experience or being ‘easy to find what I want to watch’.

Content discovery and navigation is vital for video services as 1 in 5 video cancellations were driven by lack of content. The most cited reason for cancellation was ‘too expensive’ followed by ‘no longer used the service’ and ‘a lack of content available’.

List of tables and charts:

  • Consumer interest in using voice commands to operate TV/video devices
  • Respondents using voice commands to operate TV/video devices
  • Penetration of connected living room devices
  • Reasons for video cancellations
  • Functions used by digital assistant users

Number of pages: 5

Number of tables and charts: 5

Fateha Begum

Associate Director, Connected Devices & Media Consumption

Fateha Begum is an associate director of the Service Providers & Platforms team at IHS Markit, and heads research in the area of connected devices and media consumption trends.

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