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Research and Markets: A Primary Profile of US Internet Set-top Box Users & Intenders

Research and Markets ( has announced the addition of the "A Primary Profile of Internet Set-top Box Users & Intenders" report to their offering.

According to recent research, more than 60% of US broadband households have at least one TV connected to the Internet and can enjoy online media services like Netflix and Pandora on their televisions. In other words, assuming 90 million US households subscribe to residential broadband service, some 54 million now have access to movies and television programming from the Internet, all on their home TV that's four in ten US households. And a growing number of these consumers are turning to Internet set-top boxes like Roku and Apple TV to make the connection.

The purpose of this report is to profile two specific segments of consumers: those that currently use an Internet set-top box to enjoy broadband video on their television (Owners), and those that are likely to purchase a new iSTB in the next six months (Intenders). As well, this report compares both segments to each other and to adult broadband users (ABUs) across demographic, techno-graphic, and media consumption characteristics.

Key Topics Covered:

1.0 Introduction

2.0 Use of Internet Set-top Boxes

3.0 Consumer Demand for iSTBs

3.1 Short-term Purchase Proclivity

3.2 Rationale for Purchase

4.0 Key Demographic of iSTB Segments

4.1 Gender, Age, and Education

4.2 Household income, Residence, and Children at Home

4.3 Tech Adopter Status

5.0 Technology Profile of iSTB Owners & Intenders

5.1 Residential Broadband Service in Use

5.2 TV and CE Device Ownership & Connectivity Profile

5.2.1 TV Ownership and Connectivity

5.2.2 Ownership and Connectivity of Ancillary TV Video Devices

6.0 TV Viewing Profile of iSTB Owners & Intenders

6.1 General Television Viewing

6.1.1 Annual Change in Weekly TV Viewing

6.1.2 Weekly TV Time' by Source of Content

6.2 Over-the-top Television Viewing

6.2.1 Annual Change

6.2.2 Weekly OTT TV Time' by Source of Content

6.3 Use, Spend, and Annual Change in OTT TV Viewing

6.3.1 General Use and Monthly Spend

6.3.2 Change Since Last Year

6.4 Use of Traditional TV Services

6.4.1 By Technology

6.4.2 Amount Spent Monthly on Pay-TV Services

6.5 Likelihood of Downgrading or Cancelling Pay-TV

7.0 Final Thoughts

Companies Mentioned

- Apple TV

- Boku

For more information visit

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