Increased consumer satisfaction of VOD driven by content availability

A new US tracking study carried out by Vubiquity has revealed that during Q4 of 2012, satisfaction with on-demand viewing was up 5% on 2010, with 65% of users agreeing that everything they might ever want to watch is easily available.

The study – which took a national US sample of 1,700 consumers with access to VOD – found that availability of free on-demand content increased viewership, with VOD ranked best available service (62%) ahead of DVRs (60%), HD channels (55%) and premium channels (47%).

‘Binge viewing’ also grew in 2012, with 76% of respondents saying that they watched three or more episodes of a TV show consecutively in one sitting, while 40% said that they do this more often now compared with 12 months ago – fuelled largely by connected devices.

Connected devices are offering consumers increased access to content, making binge viewing much easier than it was a few years ago.

“Vubiquity has seen a dramatic increase in the amount of television content we manage for VOD which directly correlates to what consumers reported in this study,” said Laurie Lawrence, CMO of Vubiquity.

“In 2012, we managed over 85,000 total hours of FOD [free on demand] content, 86% more than 2 years before, and the increase in HD was 285%.”

Vubiquity predicts that the increasing uptake of VOD will continue to help the market monetise digital video content.