September 18, 2009 - Comcast CFO Michael Angelakis, speaking at the Goldman Sachs Communicopia conference, said that Comcast expects its On Demand Online effort (its version of "TV Everywhere") will have a strong mobile element. Translation - Comcast is laying the groundwork to launch an integrated 3-screen video service. Who better to offer such a service than the local cable company, right?
TDG was the first research firm to assess opportunities associated with a 3-screen quantum video strategy, so we thought this would be a great time to revisit some of our prior research on the subject.
As TDG first noted in Q1 2009, approximately 25% of adult broadband users would pay an extra fee (above their current PayTV monthly bill) for an integrated 3-screen video service that allowed them to enjoy their favorite TV shows and movies on their TVs, their PCs, and their video-enabled mobile Internet devices. These "3-Screen Intenders" were also asked which provider they would prefer to deliver and manage this service. Responses are summarized below.
Good news for Comcast and other cable operators with 3-screen inclinations: almost one-third of those interested in a 3-screen video service would prefer the local cable company to be their provider, double the 18% who would prefer a satellite TV provider, and triple the 12% who would prefer a mobile phone provider. Only 5% of respondents would prefer the local telephone company to deliver a 3-screen video service.
The data speaks well of Comcast's opportunity in this emerging video space and validates the logic of its Clearwire investment. Ultimately, Comcast's 4G effort is less about mobile voice and more about providing a well-defined path to 3-screen video delivery.
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