© Redshift Strategy Consultants 2012

Download data suggests that the use case for TV apps is not yet as clear to consumers as the use case for smartphone applications

The first two years in the life of the iPhone and Samsung TV app storesCumulative downloads, m

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Samsung TV apps (Feb 2010-Feb 2012) Apple iPhone (July 2008-July 2010)

Source: Redshift analysis, platform data

• TVs and mobile devices sit at opposition ends of the content use case spectrum: - Mobile apps are used for lean

forward ‘snacking’ while TVs are for long form consumption

- The number of long form apps available and sought by consumers is also relatively low

• On mobile, apps are the primary means of accessing rich content. However, on TV, broadcast is the dominant means of accessing rich media

• Input mechanisms and Smart TV UIs are evolving and have not yet captured the TV app opportunity in the same way as Apple’s multi-touch interface

• One of the biggest drivers of app downloads is gaming – however hardware limitations and latency are a significant inhibitors to development on Smart TVs

Discussion

© Redshift Strategy Consultants 2012

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