On Tuesday, Digitalsmiths, a TiVo company, and a leader in personalized content discovery technology, will release the 14th edition of its quarterly Video Trends Report covering key topics across Pay-TV, VOD, PPV, OTT, TV Everywhere, connected devices, and content discovery.
Based on a survey of over 3,100 consumers, Digitalsmiths’ Q2 2016 Video Trends Report sheds light on many topics. Highlights include the following:
- Consumer interest in carousels. With most SVOD services delivering next-generation user experiences, the Digitalsmiths Data Science Team evaluated the various types of consumers with interest in carousel-like lists of content, as opposed to traditional Pay-TV grids. The results are below (also available in the Analytical Commentary on pages 14-15).
- 67.7% of millennials are interested in carousels, compared with 56.1% of non-millennials.
- 65.0% of Netflix subscribers want carousels incorporated into their Pay-TV service, compared with 52.5% of non-Netflix subscribers.
- Of respondents with plans to leave their current Pay-TV provider—80.8% with plans to switch, 68.6% with plans to cut, and 76.1% with plans to change—showed significantly more interest in carousel-driven, discovery-focused Pay-TV offerings, as compared to those who plan to stay with their current provider.
- Note: those with the highest (80.8%) interest in a carousel-driven Pay-TV offering also plan to “switch to an online app or rental service” such as Netflix, Hulu, Amazon Video, etc., or services that focus on content discovery and viewer personalization.
- Respondents struggling to find something to watch on TV also desire a more carousel-type Pay-TV solution (68.2%), more than those who are satisfied with the ability to find something to watch in their Pay-TV offering (52.5%).
- SVOD subscription sharing. It’s no secret that many consumers share accounts to dodge paying monthly SVOD fees. To track this behavior, Digitalsmiths added a new answer choice to the question, “How much do you spend each month on subscription services?” According to Q2 2016 survey results, 10.4% of respondents do not pay for an SVOD service because they share access with a paying subscriber (see chart on page 19).
- TV network app adoption. TV networks continue to develop enticing apps, and while many require a login with Pay-TV provider credentials to watch video content, apps beginning to offer subscriptions to cable-cutters are growing in number—some even have free content. On page 32, the report analyzes the top TV network apps used by subscribers from the top Pay-TV providers.
More info on this will be provided Tuesday, August 30, at 8:00am ET
