The ongoing Olympic Games has served to underline the fact that consumers are increasingly reliant on mobile technology to keep up to date with the news. That is according to the National Inflation Association (NIA) in the US, which has observed that an impressive number of Americans followed the recent 100 metre Final through a smartphone or a laptop.
Figures show that as many as 1.3 million Americans followed the race, won by Jamaican world record holder Usain Bolt, using NBC's TV Everywhere stream. It was, according to the figures,NBC's second most popular multi-platform live stream during the London Olympic Games. Only the medal victory for the US female gymnastics team attracted a higher TV audience.
NBC confirmed that in the two days prior to the marquee event of the Games, it saw an extra one million consumers authenticate their web-enabled devices. "So far," the NIA said, "7.6 percent of America's 100 million pay-TV subscribers with the right to authenticate their multi-platform devices, have successfully gained access to live streams of every single Olympic event, with NBC streaming as many as 40 events live simultaneously."
It added: "NBC is also making available an archive for authenticated multi-platform 'TV Everywhere' users that offer a total of 3,500 hours of prerecorded London Olympic events."
In this respect, then, the Olympic Games represents a landmark moment for the entire TV industry, which is being forced to evolve with the rise of the internet. Increasingly, consumers are opting to access big news events, like the Olympics, using mobile devices, to the extent whereby some experts have suggested that the traditional TV will soon become obsolete.
Do you think the traditional TV set will survive? Or do you expect the internet to usurp TV in the near future?