Thursday, October 10, 2013

Latest Research on Online Video 2: Avid/Ovum Consumer Trend study

Three research reports on aspects of video/TV viewing and use have been released recently.

The Avid/Ovum white paper - Consumer Trend Research: Quality, Connection, and Context in TV Viewing - takes a different research approach.  The study surveys industry professionals about the trends and shifts they see in their fields, along with a cross-national web survey of consumers.  Some of the reported results from the survey of industry professionals -
  • 71.5% of those interviewed felt that at least 19% of audience TV viewing will be delivered by web-based services by the end of 2017.  More than a quarter felt that at least 30% of viewing will be web-based by that time.
  • 91% felt that web-delivered video and TV will be a key area for revenue growth
The consumer survey resulted in what they termed "5 key insights"
  1. Quality is a primary concern for consumers that drives their use of online video.  65% identify the audio and visual experience as a key factor in their enjoyment and use of online video.  About the same percentage (66%) indicated that they would watch ads if the content was "high quality."
  2. Quality also drives engagement and ad recall.  47% said they remember ads if they're funny, 32% indicate that they recall ads with good, engaging, storylines, and 31% recall ads with well-developed characters.
  3. Multi-platform delivery drives value and extends viewing lifecycle.  While consumers report that they're most likely to hear about new shows through network promos, 14% report testing out new shows via mobile viewing. 30% say if they like what they see they'll shift to more normal appointment-based viewing.
  4. There is profit potential in media archives.  More than a third of the sample (37%) said they were prepared to pay for access to old episodes of favourite shows.  That's more than indicated they'd be willing to pay for access to news or current shows.  However, a lot of older material is not currently accessible.
  5. Second screens create opportunity in mass media events.  When watching the last Olympics, 63% of those consumers with PCs, smartphones, or tablets reported using them to find other scores, seek more match information, or watch other events or highlights.
The survey also asked consumers how they like to sample or experiment with new shows, to see whether they liked them.  About a third (30.2) said they just stumbled upon the program because it came on a channel they were already watching, but almost as many (29.5%)indicated that they'd record the new show for later viewing, or that they'd make a point of being home to watch new shows they might be interested in (26.4%).  A smaller number indicated they'd look for the programs online, and watch them on their TVs (7.5%) or on a mobile device (6.4%).  As for continued viewing of programs, about the same number indicated they'd make a point of watching live at home on their TV (29.8%) as indicated they'd record the show for later viewing (29.2%).  Interestingly, a small number (4%) indicated that they'd record all the episodes and then watch them all at one time - what's called binge viewing.

The survey also asked those who expressed a willingness to pay for TV and video content just how much they'd be willing to spend.  They highest average was for "the latest Hollywood movie" ($3.62 avg) and watching a "favorite sports event on demand in HD" ($2.37).  The averaged amounts for comedy and reality shows, old episodes of favorite series, episodes of current drama programs, and favorite news programs were all in the $1 - $1.50 range.

Source - Consumer Trend Research: Quality, Connection, and Context in TV Viewing, Avid/Ovum white paper

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