It seems like this has been the most frequently recurring topic in conversations, briefs, news reports, etc, throughout the year. Who is doing it, where are they doing it, what are they doing it on, why are they doing it?Even within the last week, media industry luminaries Tess Alps and Raymond Snoddy were discussing this very topic on Twitter (in as much as you can discuss anything in 140 characters). But more of that later…I’m going to give you some taster facts from Futureproof and talk a bit about where we see VOD going in the next few years. Of course, to know where you’re going you need to know where you’ve been.Quite a few things have been bundled in under the term VOD as it has developed, but we think it’s important to separate the components. These are…A precursor to today’s true VOD, PVRs allow people to record programmes of their choosing and then watch them ‘on demand’. The first mainstream digital device that gave people some degree of control over when they watched programmes.Online VOD – iPlayer, YouTube, et al, where the user can sift through catch up, content libraries and so on without having to have actively chosen to record something, then view via computer.TV VOD – using the TV and set top box as an interface, the viewer can get the bulk of benefits as described for online VOD, but on the best screen in the houseSo, what’s going on?
PVRS – 80% have say they have watched content in this way (ever)Online VOD – 45%TV VOD – 44%The TV VOD figure tallies with a BARB special analysis dataset from March 2009 (39%).
Online services: usersare fanatics, unrivalled catalogue but a less satisfactory experience? 15% L7DTV VOD ahead of Online as a L7D activity (48% v 16% in Virgin homes)The TV VOD figure is above BARB data (23%), but then claim is generally higher. PC VOD claim slightly higher (10%), prob because of our specific prompts.
People have an innate understanding of the benefits 95% are aware of the idea of TV VOD Compares with 90% PVR awareness, 76% online On Demand Only standard ‘live’ TV has higher awarenessAnd why wouldn’t it be popular? Already in situ: no user effort other than choice Scheduled TV as prompt to explore ¾ have high-spec TVs as main set now, the best viewing experience (most main computers less than 19” screen size)
Source: Kantar Media futurePROOF. Base: 1900, 997, 1018 Ever viewed Recorded TV, Online VOD, TV VODOnline, catch up is nearly twice as important as a motivator than anything else.For TV VOD, it’s more balanced. Catch-up is the most important motivator, but it’s not so much head and shoulders above the others. More on that in a moment…Worth looking at this last bar – TV VOD as a way of watching programmes you perhaps haven’t built up an attachment to, but have an interest in is more pop than online VOD.
Me-TV figures interesting but research conducted in early stages of iPlayer success: has behaviour with online VOD moved a bit as people grow in confidence? 1yr+ a lifetime in this environment.The BARB figure, from March 2009, is collected in 70% of cable homes, measuring VOD usage. Suspicion that 50% inside a day is high, purely from personal experience that often a day isn’t enough time for the content to appear. Their 75% within two days sounds more likely…TV VODs advantages are that it is available in the best spot, on the best screen in the house. Does this mean that discovery more eagerly undertaken than in the ‘businesslike’ environment of watching a laptop to catch-up on specifics?
Bringing together convenience and the best experienceEveryone gets itTV is a familiar friend and people know what they want from itThe benefits of being able to control it need no explainingWhere TV VOD exists already it has changed everythingVirgin homes : 48% used L7D50% more likely to have used any form of on-demand in L7DAnd this as a ‘bonus’ rather than key feature?
Too often people use the term ‘VOD’ to mean different things: be wary!If it is catch-up driven that’s fine, but it means they aren’t seeing broadcast ads. Do we know enough about pre-rolls, mid-rolls, banners, etc?It’s not just about Canvas, you can bet that Sky won’t sit by and idly watch…With the demand for content likely to grow, more and more people will be needed to produce professional quality material: production houses, news organisations, etc…
futurePROOF: Video On Demand
Time to start believing in VOD…Charlie Gordon, 6th Nov 2009<br />
Catch-up is the primary motivator…<br />Q3: At home on any set…<br />
If catch up is one side, discovery is the other…<br />Thinkbox “Me-TV”: 78% of web TV is catch-up driven<br />Catch-up top for TV VOD, but not by so much<br />BARB: 50% of last week TV VOD watched inside 1 day of broadcast<br />Early stages of collection – more information needed<br />Schedule likely to be a huge driver for TV VOD but…<br />…when the schedule fails, is TV VOD ‘discovery’ the perfect stand-in?<br />
Some things to think about…<br />Remember that there are distinct types of VOD<br />It is NOT all the same!<br />People are going to watch TV<br />But when and where will they see advertising?<br />More and more players will be entering this market<br />What opportunities exist for those not using TV now?<br />