Use of red button could transform connected TV, says iPlayer chief
Speaking at the Digital Television Group (DTG) summit in London this morning, Danker said the bulk of growth in the use of iPlayer was now on connected TVs. While iPlayer on PC grew by 14% and iPlayer on tablets grew by 580%, use of the service on TVs grew by over 1,000%.
However, he said, “The majority of this growth came from operator services that have nicely integrated processes, with no need to fumble with the remote or switch between menu systems.”
In total, use of iPlayer on the iPad was still four times that of connected TV, despite the far higher penetration of connected devices, he said. There was an urgent need to make connected TV services more user-friendly, he said.
“This for us means a renewed focus on the red button,” said Danker. “In the UK red button services allow us to reach an audience that has no interest in watching our services on a computer.”
Danker said that access to iPlayer from the living room screen had grown to 2.6 million homes. “However, if we are going to bring the connected TV experience to audiences, it must be simple. We know will have succeeded when the technology becomes invisible,” he said.