Everything On Demand - TV VOD Review
Feb 2009
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The summary output from Wave 13 of Decipher's Future Media Research Programme, the 'Everything On Demand' White paper highlights emerging consumer behaviour around TV content and TV ad models on TV On Demand systems. This research was built on the Everything On Demand scenario model created as part of Decipher's Four Futures scenario planning framework.
Top Level Findings Were:
1. We have found that that TV VOD is popular and will increase total viewing with a similar impact to PVRs, but we are a long way from it taking up the 40% of total viewing suggested by some industry commentators.
2. Key hurdles to greater use are bad presentation, poor navigation and limited programming available in key content genres, particularly catch up.
3. A strategic battle is emerging between the interests of platforms and broadcasters around TV on-demand, which is affecting consumer take up and ad development; and that consumers are confused by, and not enjoying, the outcome.
4. Platforms are treating VOD as a separate experience to broadcast – with only Tiscali attempting to integrate the two experiences. Closer integration with broadcast is required, particularly for catch up, to help channels exploit the functionality, and consumers to understand it.
5. VOD is currently being treated as a single concept but there are at least 5 different types of on-demand content emerging, each requiring a different approach from broadcasters and platforms.
6 The retail experience is extremely poor, particularly around archive TV, with little promotional activity, navigational media or functionality that could promote browsing and sampling of deep archive.
7. Consumer are not anti advertising in OD - responses to current ad formats are only negative in their attitudes towards intrusive idents, poor ad serving and targeting intelligence.
8. There is a strong reticence to pay for archive TV, driven by competition from a growing number of free (or previously paid) content options, short access windows, and lack of retail enticement.