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BBC iPlayer gets four times more traffic through the iPad that connected TVs, despite the penetration of connected devices being twice as high.
Speaking at the Digital Television Group summit last week, BBC iPlayer general manager Daniel Danker said that consumers were put off using connected TVs as the devices are too complicated.
He said that manufacturers needed to simplify their products as currently audiences are presented with a list of choices “that boggles the mind.”
Danker suggested the experience needs to be more like a TV than a PC and should avoid all mentions of firmware upgrades.
In order to overcome the complexity of connected TV, the BBC is focusing on its red button service to reach audiences who do not want to watch its content on a computer.
Connected TV has proved to be something of a conundrum so far this year, with industry predictions that it is ‘the next big thing’ failing to impress consumers who remain quite indifferent to the platform.
That said, the iPlayer stats show that connected TV may finally be finding a foothold.
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%.
Danker said that he still had faith in connected TV and predicted that by 2015 the platform would account for over half of iPlayer requests.