Today, 49 percent of consumers across the board subscribe to a range of video delivery services, indicating OTT video consumption has grown at an astonishing rate since last measured by Accenture in March 2011 at 8 percent. We are now seeing subscription and access levels similar to satellite among the online group surveyed. In the U.S., 27 percent of those surveyed subscribe to OTT services, such as Netflix Instant Streaming, compared with 28 percent to satellite. In the U.K., 26 percent of those surveyed subscribe to or access OTT services like Netflix, LoveFilm, or BBC’s iPlayer on TV services, or Sky Go / Now TV from Sky, compared with 30 percent to satellite.Sixteen percent of U.S. consumers (9 percent in the U.K.) subscribe to gaming console-based video delivery services, and 4 percent (3 percent in the U.K.) subscribe to set-top subscription services such as Apple TV, Boxee or Google TV. Consumers are also diversifying their viewing habits. Television remains the primary device for watching full-length shows, and PCs and laptops are the dominant device for short video clips. However, consumers are also using mobile devices such as smartphones to:
- watch short videos and clips (24 percent);
- watch user-generated content (15 percent);
- watch live content (6 percent); and,
- watch full-length movies and TV (4 percent of respondents).
The survey also probed consumers’ willingness to pay for content and found that more than one-third (36 percent) would be willing to pay to see a favorite show continue. Of that group, 18 percent indicated they would pay $25/£10 or more, and half (50 percent) would pay $1-$4/£1-£4. Younger consumers were more willing to contribute to the cause with nearly three-quarters (72 percent) of 18-24 year-olds in the U.S. and more than half (54 percent) of the respondents in the U.K.“The new media landscape has enabled curating, consuming, and commenting on TV and video content to become a simple, seamless experience,” said Murdoch. “With youth leading the movement, we anticipate that these trends will intensify in the coming years.” If you would like to contribute to the discussion, please join us online at www.accenture.com/pulsofmedia or on Twitter at #pulseofmedia. Methodology: In September 2012, Accenture conducted an online omnibus survey with 2,010 consumers over the age of 18 – 1,003 in the U.S. and 1,007 in the U.K. The sample was representative of the population weighted by age, gender, geographic region, race and education. About Accenture Accenture is a global management consulting, technology services and outsourcing company, with 257,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page is www.accenture.com. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks.