Results of Video On Demand and TV Everywhere Survey Released
Sherman Oaks, Calif., May 8, 2013 – Vubiquity, a global provider of multiplatform video services,announced the results of a tracking study measuring consumer behaviors and attitudes toward Video on Demand (VOD) and TV Everywhere (TVE). In the survey, conducted by Frank N. Magid Associates during the fourth quarter of 2012, satisfaction with On Demand grew 5% over 2010. The biggest areas of improved satisfaction were the quality of programs (+6%), availability of programs in HD (+8%) and the number of choices available (+6%).
Availability of Free On Demand (FOD) Content Increasing Viewership
Among the most significant finding was that 65% percent of On Demand users agreed with the statement, “Everything I might ever want to watch is easily available” On Demand. In a similar survey Vubiquity conducted in Q4, 2010, only 12 % agreed with that same statement. Accordingly, the availability of more television content On Demand has resulted in greater perceived value for VOD services. When survey respondents were asked to rank available subscriptions and services by value, VOD was ranked number one (62%), ahead of DVRs (60%), HD channels (55%) and premium channels (47%).
An abstract summarizing the research and providing additional data is available for download from the Vubiquity website.
“Vubiquity has seen a dramatic increase in the amount of television content we manage for VOD which directly correlates to what consumers reported in this study. In 2012, we managed over 85,000 total hours of FOD content, 86 percent more than 2 years before, and the increase in HD was 285 percent,” said Laurie Lawrence, CMO of Vubiquity. “And the amount of content continues to grow. Vubiquity’s expertise at quick-turn content for the C3 window enables content owners to monetize their FOD content, which leads to more content on the platform, driving increased value for the consumer, and in turn, for the service provider.”
Viewing Habits, Connected Devices and TV Everywhere
Due largely to the increased availability of episodic television on demand, binge viewing grew in 2012. 76% of the survey’s respondents say they watched three or more episodes of a TV show consecutively in one sitting, with nearly 40% indicating that they do this more often now compared with 12 months ago. Connected devices and TV Everywhere services are also helping to fuel this trend.
Close to 70% of homes now have a TV screen with access to the Internet. Whether its via a Blu-Ray player, gaming console, Roku device or Smart TV, more households are able to access content on the TV screen via connected devices. Viewers are viewing content on other screens, most dramatically children’s animated content, where 35% of respondents indicated that they use an alternate screen to access the On Demand content. Scripted and reality shows follow closely with 30% and 28% respectively.
Conclusions
With more content available than ever before, VOD’s value to consumers is growing. As fast turnaround of VOD assets becomes more pervasive, and fulfills customer expectations of next-day content availability, this trend should continue to help the market to monetize digital video content.
Connected devices are offering consumers increased access to content, making binge viewing of TV episodes On Demand the norm. VOD remains important in how TV programs are discovered and provides opportunities for continued growth.
Methodology
A national sample of approximately 1,700 consumers with access to VOD services from a cable/telco/satellite provider participated in the survey. Respondents ranged in age from 18 – 64 and demographics roughly mirror the US population in age and gender. The study was conducted by Frank N. Magid Associates, Inc., a leading research-based strategic consulting firm.
