This comes from Mark Mulligan over at Midia Research. I agree with the guy.
- Approximately 35 million Content Connector devices have already been sold globally and according to a MIDiA Research consumer survey 10% of adult consumers now own one across the US, UK and Brazil. The US is the leading market with 13% penetration.
- Content Connector owners are more twice as likely as overall consumers to pay for digital content. 51% pay for video subscriptions like Netflix and 50% pay for digital music. The fact that 48% are female, indicates that this is a technology category with true mainstream appeal (niche technologies typically have a young male skew).
- Home content consumption is stuck in silos between smartphones and tablets and the TV. Content Connectors break down these silo walls by bringing digital content to the living room’s main entertainment device. They disrupt TV broadcasters by getting online video onto the TV and also TV manufacturers by turning dumb TVs into smart TVs, thus neutering already weak sales of expensive Smart TVs.