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Accenture Consumer Survey Finds Addressable Screens Reshaping The Entertainment Landscape

Consumer viewing of TV programming and movies over the Internet is growing, according to a new survey released today by Accenture (NYSE:ACN). The demand for more devices and more online content, as well as consumers’ willingness to pay for better access to content, is reshaping the media and entertainment landscape.

The fourth annual multi-national “ Accenture Digital Consumer Survey” for communications, media and technology companies, found significant daily consumption of online content across a number of different devices and video screens.

The survey found that 25 percent of respondents indicated they intend to purchase a connected TV in the next 12 months. And, another 11 percent intend to replace an existing connected television, while 12 percent plan to purchase a tablet, expanding the market of addressable screens even further.

“If consumers act on these intentions, it will represent remarkable growth in the addressable market for online video,” said Gavin Mann, Accenture’s global broadcast industry lead. “This rapid digital expansion is fostering a new era of personalized TV experiences with the number of video-centric connected devices predicted to surpass the world’s population by 2017.”

The survey also found that close to half (44 percent) of all respondents are viewing full-length movies and TV shows over the Internet on a daily basis, and 39 percent do so weekly. This demand was not hindered by the fact that 86 percent reported streaming interruptions and 71 percent noted considerable slowdowns in the viewing experience.

In an encouraging sign for service providers, 60 percent of respondents streaming video at home indicated they were willing to pay for a faster connection, while just as many (62 percent) said they would pay extra for better quality so they could view videos whenever and wherever they like.

“Today’s consumers are viewing so much online video content that they are willing to pay for faster connections,” said Mann. “That’s good news for content owners and for the service providers who are investing heavily in super-fast broadband. The fact that consumers are also willing to pay more for the content itself is a huge vote of confidence in the validity of over-the-top services.”

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