Could Siri-Enabled Apple TV Reduce 'Second Screen' Viewing?

Last week Apple unveiled, among other things, a new Apple TV. New version includes a new remote that enables the user to interact through Siri. Interactions include, commands to the device, such as rewinding or showing a list of comedy movies, but most importantly, the user can request Siri to provide additional information about the content he or she is viewing as well as other types of information. For example, the user can ask Siri who is the actor on the show, but he can also request weather information or sports scores.

This has led some analysts to believe that the new Apple TV could reduce the behavior known as 'Second Screen Viewing', which basically means that viewers use more than one device at the same time. Accenture has released a report that shows that 87% of users exhibit this kind of behavior.

Although this may look like a threat to advertising, I think that it will only change the way companies target their customers. Instead of paying attention to google search keywords, focus is going to be on the context shown and the voice request of the viewer.

Additionally, this can open a new ways of interaction and distribution, since during ads, a company can offer the user, for example, to "ask Siri to place your order now" and a preset, quick order is placed online.

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Could Siri-Enabled Apple TV Reduce 'Second Screen' Viewing?