Younger Viewers Prefer Channel- or Program-Specific Apps: Report

Market research company Parks Associates has just created a report titled "TV Channel and Network App Users," examining who is using TV content apps. The findings show that TV apps already have a strong user base: 14 percent of smartphone and tablet owners surveyed in the first quarter of 2013 had recently used a TV content app. What's more, 75 percent of that group were satisfied with the experience. People are using TV content apps to watch video, find information about the show, and purchase show-related merchandise or music.

Parks finds that the latest round of TV content apps is being created by content providers, not pay TV companies. They're creating apps to build viewer loyalty and enhance the experience of watching a show.

While the common wisdom only a few months ago was that viewers were overwhelmed by app clutter and preferred apps like Zeebox that work for a variety of shows, Parks finds that millennials are much more interested in program- or channel-specific apps than are older viewers. Programs with younger viewers are smart to create strong apps, Parks finds.

While apps help strengthen the relationship between a show and its viewers, Parks finds they provide a strong benefit for advertising, as well: second-screen apps keep viewers engaged during commercial breaks.

Parks Associates is selling the full report for $5,000.