The number of people in the UK prepared to pay to watch online video is growing rapidly, according to consultants KPMG.
The company’s latest Media and Entertainment Barometer survey shows that 64% of people are willing to pay to watch movies online, up from 60% in March 2011. The proportion of people prepared to pay to watch television is also growing; from 27% in September 2010 to 30% in October 2011.
“Judging by our survey it seems that new entrants into the UK market have got their timing right. The foundations for online streaming services to be successful appear to be set. Not only is awareness and usage of streaming high, but willingness to pay for content has increased too.
There are, however, barriers, not least the likely cost of set top boxes. What is more, by the end of 2012, everyone in the UK will have digital terrestrial TV, with the choice of between 20 and 30 channels. That’s a lot of free TV. It is possible that the majority of TV households don’t actually need anything more,” said David Elms, head of media at KPMG.
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