So Tivo is finally coming to Australian shores, not before time I hear you say - but do we really have the breadth of broadcast content that makes TiVo such a compelling device in the USA? I'll let others make the call on features and capabilities of TiVo versus the obvious competitors – Foxtel iQ and the various brands of PVRs (Personal Video Recorders), but I wanted to see if there was a groundswell of interest in the TiVo leading up to its official release date (July 29th). The chart below looks at the share of traffic to three key sites in the category – TiVo, Foxtel iQ and Beyonwiz over the past 12 weeks. No doubt the limitation of the Foxtel iQ, being available only in conjunction with a Foxtel subscription will limit its penetration and interest, but surprisingly the interest in TiVo had been outshone by the PVR releases from Beyonwiz until last week. A review of the search terms delivering traffic to these sites highlight the domination of branded searches, with 23 of the top 25 terms in June '08 incorporating a brand name. Broader generic terms, such as pvr, are not strong drivers of traffic to these sites and do not generate substantial volumes. Using the Hitwise Clickstream tool I decided to review from the sources of traffic to each site. This uncovered a few interesting aspects of the competitive landscape. The matrix below highlights the main upstream industries and their respective contributions. Clickstream Data - Top In ...
Anytime
So Tivo is finally coming to Australian shores, not before time I hear you say - but do we really have the breadth of broadcast content that makes TiVo such a compelling device in the USA? I'll let others make the call on features and capabilities of TiVo versus the obvious competitors – Foxtel iQ and the various brands of PVRs (Personal Video Recorders), but I wanted to see if there was a groundswell of interest in the TiVo leading up to its official release date (July 29th). The chart below looks at the share of traffic to three key sites in the category – TiVo, Foxtel iQ and Beyonwiz over the past 12 weeks. No doubt the limitation of the Foxtel iQ, being available only in conjunction with a Foxtel subscription will limit its penetration and interest, but surprisingly the interest in TiVo had been outshone by the PVR releases from Beyonwiz until last week. A review of the search terms delivering traffic to these sites highlight the domination of branded searches, with 23 of the top 25 terms in June '08 incorporating a brand name. Broader generic terms, such as pvr, are not strong drivers of traffic to these sites and do not generate substantial volumes. Using the Hitwise Clickstream tool I decided to review from the sources of traffic to each site. This uncovered a few interesting aspects of the competitive landscape. The matrix below highlights the main upstream industries and their respective contributions. Clickstream Data - Top In ...