As people are getting so busy that they hardly have time to sit in one place and watch a movie. If they start seeing on their conventional STB or any box they should be able to continue in their cars or even when they step out of home. Is Apple TV having a good market??
However, there is a completely different mindset associated with television viewing--a completely passive activity for the greatest percent of the population--and viewing television content on a PC--a highly interactive device that requires lots of interaction from the user to find content he/she wants to watch.
I call this "different mindset" phenomenon "cognitive dissonance." It's almost like people cannot fathom the concept that TV programming is streaming on THE internet. You know, like everything else that's on THE Internet. The mindset is almost like TV on the Internet is exclusive to certain boxes only, for some odd reason, with very few sites available, all for pay (like Netflix or Hulu Plus).
When watching TV on a PC, or better on a PC connected to the TV set as if it were a set-top box, the TV viewing experience is just as passive, just as non-interactive, as when watching TV the old fashioned way. Quite literally, the ONLY difference is that instead of holding a traditional TV remote in your hand, you're moving a wireless mouse on the couch, next to you. The extent of interactivity is clicking on the show you want to watch.
I'm one of those "cable nevers." These days, I use either over the air TV, pretty much exclusively for news programs, or a PC for everything else. You set up your bookmarks initially, and from then on you simply use the mouse. Go to any of the networks' web sites, or any of the other OTT sites around the world, find the full length episodes, set a bookmark for that site. From that point on, only the mouse is needed.
Most of these sites already have well designed, intuitive UIs. It's very simple, or it certainly should be for the "connected generation."
The PC is the ideal device for accessing over the top media. It can access content that is completely unavailable on Smart TVs or OTT set top boxes. However, there is a completely different mindset associated with television viewing--a completely passive activity for the greatest percent of the population--and viewing television content on a PC--a highly interactive device that requires lots of interaction from the user to find content he/she wants to watch. Passsive TV viewing is changing thanks to social media which allows millenials to social network while watching the latest episode of "Ghost Adventures" or some other popular program. The mentality of viewers watching TV is to pick up a remote and find frequently watched channels and the idea of running a HDTV cable from the PC to the TV just takes too much effort for someone wanting to have his brainwaves massaged.
One thing that is almost never spelled out in articles about OTT TV sites is, a PC can reach any of them, can easily access any new sites that pop up, and will support any and all streaming protocols used by these sites, including Flash, which iToys and now even Android won't support.
Furthermore, PCs now provide HDMI outputs, and newer TV sets typically offer 2 to 4 HDMI inputs, so such hookups are fairly trivial for anyone.
One does not need to rely on any special boxes from Netflix or anyone else. Ideally, smart TVs would be able to achieve this same goal without having to add any external PC or any other box. For instance, by embedding a "thin client," i.e. one or more standard browsers. Too bad that instead, they are incompehensibly limited, to a handful of for-pay-only Internet TV sites.
And, the UI offered by the OTT sites to regular PCs is just fine as is. I'm not sure why use of OTT sites is made out to be so problematic.