YouGov: Content on demand reaches saturation point in UK

The UK content on-demand market is almost at saturation point and is at risk of reaching its audience growth potential, reports YouGov.

The first content on-demand survey run by YouGov found that 48% of the 3,600 people asked had used catch-up services so far this year, with 33% saying that they had also used digital film services and 31% digital music.

Of those that said they didn’t use on-demand services, only 7% said that they would do so in the coming year, compared to the 79% that outrightly said that they wouldn’t.

BBC iPlayer was the most popular catch-up TV platform of those people surveyed (56%), followed by YouTube (9%) and Virgin Media’s TiVo (6%).

LoveFilm, Sky Movies and Netflix were the most used platforms for film – 27%, 19% and 12%, respectively. Just 5% of those not signed up said that they would do so in the next year – a similar result to those using catch-up services.

The results show that though there is obviously a huge demand for content on-demand services, it seems to have reached a plateau.

Shaun Austin, associate director for media consulting at YouGov said: “Those who don’t currently access content have a limited interest in doing so in the future.

“Therefore, the focus for digital content providers needs to be on working out ways to get the most out of the existing current user base rather than expanding into new audiences.”

A marked problem is that the most popular services are those that are free.

“For providers looking to grow their businesses the challenge will be convincing current users that they offer services worth paying for,” said Austin, “and services like Spotify are currently leading the way in this area,” – even though 84% said that they are unlikely to access digital music services in the next 12 months.