Half of online video viewers driven by content

More than half of viewers are driven by “content-related” factors when looking for a preferred online video service, according to a new study by Strategy Analytics and Piksel.

The report ranked content issues – such as the availability of full TV series, of full-length movies, a large content library and live content – as the most important considerations for 52% of viewers.

By contrast, price and pricing options account for a lesser 39% of consumer choice. Video quality and the number of devices that can be used simultaneously accounted for just 4% and 5% respectively.

“Once again content has proven to be king when talking about the choice drivers for online video services,” according to the report.

Piksel president, Fabrice Hamaide, said: “It’s clear from our study with Strategy Analytics that this depth of insight is critical to building a successful online video business. Often overlooked, finding the sweet spot of your target audience’s preferences could represent the key differentiator to providing a service that matches a specific market’s needs and considerably reducing the risk involved in launching a new service.

“Leveraging our consumer insights services, both at launch and on a continuous basis, provides clarity around the nuanced effect that tangible and intangible factors have on consumer decisions. It is part of allowing online video providers to create robust and profitable offerings.”

The findings were based on an online survey conducted by 1,200 US viewers between 16 and 59 years old who had watched online video services at least six months prior to the study.

Piksel is exhibiting at IBC on stand 14.C34