Data Tracker: Watching the watchers

Traditional definitions of what it means to watch TV are changing; and consumers are in control, not media owners according to a study Video-on-Demand: How worldwide viewing habits are changing in the evolving media landscape (March 2016) by Nielsen. Megan Clarken, president, Nielsen Product Leadership said in the report, "Two things were never truer than they are today: Content will always be king, and consumers will continue to demand greater control and customisation of the viewing experience"

  • Nearly two-thirds of global respondents say they watch some form of video-on-demand programming (includes long- and short-form content)
  • Most viewers supplement, rather than replace, paid traditional TV services
  • Nearly three-quarters of global online respondents say they pay for traditional programming; just over one-quarter say they pay an online service provider
  • Nearly one-third traditional TV watchers say they plan to cancel their service in favor of an online-only provider. (A recent Nielsen study found that very few of those who say this actually cancel)
  • Among those who watch any type of VOD programming, 43% say they watch at least once a day
  • 51% of global respondents somewhat or strongly agree that ads displayed before, after or during VOD programming give them good ideas for new products to try, and 59% don't mind ads if they can view free content
  • North America and Asia-Pacific lead the way in VOD habits, 35% of respondents in North America and 32% in Asia-Pacific said they pay an online service provider for programming content
  • In Asia-Pacific, 44% of respondents indicated they plan to cancel their cable or satellite service for an online only service
  • Movies dominate the type of online content watched across all regions and generations. 80% of global respondents who watch on-demand content say they view movies, followed by on-demand TV programs (50%)
  • Engagement is the key to successful content; 58% of global respondents say they like to use social media while watching VOD

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