Hill Holiday this week posted a must-see video highlighting an "experiment" conducted with five U.S. families who were asked "...to give up their cable and instead use a 'connected TV' device for one week," in this case the week immediately following Christmas. In other words, five different families replaced their cable TV with OTT video services for just one week.
Note that each family already used Netflix or iTunes (some used both), and most already had non-cable platforms connected to their TV, meaning many family members were not newbies to OTT video. None were new to high-speed Internet and the notion of "connected TV."
Before any of you shout "highly subjective" or "statistically insignificant sample," hold your breath. As my friend Genevieve Bell (an Intel Fellow and anthropologist that leads the company's User Experience Group) would likely reply, it is in these very nuances - those discovered only by observing real-world behavior - that we often find the key to designing truly innovative, useful consumer solutions.
As this video demonstrates, her hypothetical insight would have hit the nail on the head.
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