2013/11/14 OTT Subscription Based Video On-Demand Services are at Consumers' 'Top-of-Mind' for Video Content
Will consumers "cut-the-cord" with mainstream TV?Boston, MA - November 6, 2013 - With access to OTT subscription based video on-demand (SVOD) services more easily and readily available due to the integration of smart TVs as the main TV in many consumers' homes, OTT SVOD services are gaining in popularity. Offering a cheaper media source with a competitive breadth of video content, subscriptions are increasing as these services become a major threat to TV providers. A new report from The Strategy Analytics' Digital Home Observatory (DHO), "OTT Subscription based Video-on-Demand becomes a Threat to TV Service Providers," examines consumer behaviors and attitudes towards, and use, of on-demand TV, of early adopters of connected TV.
While OTT SVOD services provide exclusive content, such as 'House of Cards' and 'Arrested Development' (as of 2013) on Netflix, consumers have become drawn to on-demand video in a similar way to regularly broadcast TV; tuning in to watch specific TV shows and video. Coupled with the additional benefits of being less expensive and more readily available; providing a more appealing, familiar and easy to use user interface and an easier method to discover video content of interest, OTT SVOD services are becoming a threat to TV providers. Many consumers are looking to become "cord-cutters" for good.
"When participants were asked where they are sourcing video content from, the majority did not even hesitate to mention an OTT SVOD as their main source," commented Taryn Tulay, report author and Senior Analyst in the Strategy Analytics Digital Home Observatory (DHO). "Consumers find that the variety and quality of OTT SVOD content is meeting their media needs, without any restrictions of what device they are able to view the video content on and at a cheaper price."
"Initially, OTT SVOD content was used as a last resort when nothing else is on, or for 'catch-up TV'," added Kevin Nolan, VP of Strategy Analytics' User Experience Innovation Practice (UXIP). "However, the benefits of OTT SVOD are outweighing those of broadcasted TV, with many consumers finding broadcasted TV less valuable to them. It is imperative for TV providers to start looking at how they can incorporate such services that are 'top-of-mind' for the majority of consumers."
Source: Strategy Analytics
