The popularity of VOD platforms is increasing, but who are their users and what do they look for in the ideal viewing experience?

1. UNDERSTANDING VOD
Who is subscribing?
The ideal viewing experience for VOD subscribers.
What are their top concerns when
accessing online video?
References:
1. Accenture, ‘Digital Video and the Connected Consumer’ , 2015
2. Gfk Research,‘The Home Technology Monitor’, 2016
3. Nielsen, ‘Global Video-on-Demand Survey’, 2015 http://castlabs.com
47%
36%
30%
Cord cutters
Cord nevers
Total U.S.
(switched from paid TV)
(never had paid TV)
initial time required for
buffering or waiting to
play a video
video or sound stops
playing, or is distorted
during play
don’t mind seeing ads in
return for free content
BUT
too many ad interruptions,
top concern among online
video consumers
66% say majority of VOD
ads are for products
they don’t want
Ok with ads!
On a few conditions