VOD enhances linear viewing and network loyalty
December 7, 2010
Avail-TVN, a digital media services company in North America, has published the results of a survey measuring consumer behaviours and attitudes toward VOD. In the survey, conducted by Frank N. Magid Associates, nearly two-thirds of consumers – 63 per cent – say that availability of television programme episodes on-demand makes them more likely to watch those television shows on a regular basis. The data shows that availability of free television programmes on demand increases loyalty, helps consumers discover new shows, and actually increases viewing when shows air live.
Nearly 30 per cent indicated that they had discovered new shows through on-demand, and now watch them regularly when they air on linear TV. VOD availability also impacts show selection say a quarter of VOD users who report they are more likely to watch shows on television that they know are also available to watch on-demand for free and just over a fifth say they are bigger fans of shows they know they can watch on-demand.
“A lot has been made of consumers’ shifting viewing habits to on demand programming but until now, little was known as to how VOD affected linear viewing,” said Brian Matthews, CMO, Avail-TVN. “This study illustrates VOD’s power as a promotional tool for programmers, an enhancement to their core linear offering, which serves to build audience and brand loyalty.”