A new US study from In-Stat says that whether it’s PVRs, User Generated Content (UGC), or online TV shows, the market has started the process of “unbundling television/video entertainment,” and this redistribution of control will likely come to dominate the overall consumer landscape in years to come.
An In-Stat survey of US consumers found that, when it comes to online video, despite a stratification by age, these trends appear more endemic than unique to the under 25 crowd.
Respondents who watch online video were equally bullish on the future of online video, said In-Stat, in many cases expecting said forms of entertainment to become more mainstream over time.
Michael Inouye, In-Stat analyst, said: “A testament to the significance these trends pose to all members within the value chain.
“And just like music, these shifts appear far more entrenched than a simple fad, additional reason to strategically review this evolving market and the new levers they bring.”
In-Stat also found that respondents felt that social networking aspects are starting to play an important part on how the newer generation wants to watch and interact with TV.
Primary detractors for online video continue to be download speed, user interface, cost, and quality of video (both visual and content).
Recent research from Parks Associates said that the number of US paying users of online video sites has grown significantly between 2006 and 2007 (see Number Of US Paying Users Of Online Video Sites Increases).
In other research, Advertising.com found that 31% of 18 to 34 year olds watched online streaming video, while 69% of consumers ages 35 and older viewed streaming video online (see New Study Reveals Online Video Viewing Habits).
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