"Consumers clearly value content seamlessly bundled with devices -- the reason Amazon dominates the eBook market with Kindle -- it provides the best end-to-end experience. It will be interesting to see if Amazon climbs up the list when they launch a TV product," he said. "These disruptors are clearly bringing a lot of new technology to our century-old television viewing experience.
"Today's incumbents have a great opportunity if they can innovate, while successfully leveraging their core strengths.
"Tomorrow's high performers -- will be those that combine art and technology."
Despite more than half (55 per cent) of respondents expressing concerns about data security, two-thirds (67 per cent) are willing to provide additional personal data if service providers will offer additional services or discounts.
Of course, these offers need to comply with local data protection laws. Having grown-up with computers, the Millennials appear to be the generation that is most comfortable sharing their personal information, with Generation X and Baby Boomers significantly less trusting.
While consumers are viewing digital content across more mobile screens than ever before, it remains anchored in the home.
According to the report, the overwhelming majority (more than 90 per cent) of all digital consumption still occurs in the home via a fixed line.
Mann said there was a significant opportunity for providers that can offer a truly mobile video experience regardless of location.
"The race is on to create the compelling mobile user experience, 'the Spotify for Video' -- which, combined with increased 4G network coverage, could create the next tipping point," he said.
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