A growing appetite for video content over the Internet has attracted a host of new digital services, devices and brands to the market, according to a new study by Accenture (NYSE: ACN). The multi-nation study, Accenture’s Video-Over-Internet Consumer Survey 2012, found that nearly two-thirds (64 percent) of those surveyed use international online providers (such as Netflix or YouTube) for viewing video content over the Internet on their televisions, PCs, smartphones and other mobile devices. However, a healthy percentage (36 percent) of respondents indicated they continue to use traditional local broadcasters and video website providers. Battle of the brands While younger viewers are turning to new provider brands in greater numbers, a significant number of consumers continue to trust traditional brands. Asked to name their preferred provider of video over the Internet services, respondents ranked telecommunications and broadband providers first at 43 percent. Traditional TV broadcasters ranked second (33 percent), with TV and gaming console manufacturers and new Internet companies tied for third at 12 percent apiece. Not too surprisingly, gaming console manufacturers received the highest ranking from the younger (18 – 24 year-olds) demographic. “The survey results suggest that, given their control of networks and access gateways, telcos and cable providers today have the edge in terms of acting as a trusted provider for consumer Internet video services,” said Francesco Venturini, Accenture’s global broadcast lead. “However, established broadcasters are fighting back to earn consumer trust in the online world. “They are investing heavily in this space to provide new services across multiple devices, showing that they are not prepared to relinquish their control of the content value chain. And with the arrival of new players such as device manufacturers and Internet businesses, the competition for digital consumers’ hearts and minds has truly started.” Willingness to Pay More than two-thirds (69 percent) of those surveyed said they are prepared to pay a subscription fee to watch video content over the Internet, with 43 percent already paying for some of the content they access. About half (49 percent) indicated they would pay $5 - $10 per month, and one in ten (10 percent) would pay a monthly fee of more than $10. The remaining respondents (41 percent) indicated they might be willing to pay a fee of less than $5. The caveats are that the content must be of high quality and commercial advertising must be minimal.