Online Video Consumption/TV Everywhere - Adobe Research. Cord Cutters Don't Feel Bad About Cancelling Subscription â D
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Media Consumption 2014: Your Way, Right Away
MediaCheck
Media Minimalists Conscious choice to minimize their use of video either out of a decision to avoid TV, or uninterested in the content being offered.
Your Way, Right Away I want: Low prices Basic Pay TV Selection No frills Free-to-air (FTA) Are rabbit ears still available?
0625478
UK
58% of consumers still watch the majority of their TV shows live 49% of consumers prefer watching
US
broadcast TV rather than pre-recorded or internet TV Consumers in Australia (51%),
APAC
Indonesia (43%) and India (39%) indicated that they preferred viewing content on television rather than smartphones, tablets and laptops
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TV Traditionalists These video lovers have historically been the “happy zappers” of the video world; perfectly happy with linear pay television and the myriad of choice, quality of service and exclusive content it offers.
Your Way, Right Away
08723484
53% of consumers mostly watch sports on I want: Broadband connection Ability to grow as video technology grows Enhance current experiences
UK
TV at home, while 4% mostly watch it in a bar or pub
US
49% of consumers cite live broadcast as the preferred option for watching TV, movies and sports Pay-TV penetration was recorded at
APAC
58.6% in 2013, anticipating to reach 68.0% by 2020
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Digital Dabblers
Your Way, Right Away
Not strongly interested in video consumption, but when they are, they demand a fully on-demand experience.
03222537
16% of consumers watch multiple
UK I want: On-demand experience Low costs Pay as you go Free over-the-top (OTT) services
episodes at a time either pre-recorded (9%) or through internet TV (7%) Online video consumption across mobile
US
devices is at an all-time high of 25%, with 57% year-over-year share growth in the US media Australia (51%), Indonesia (43%), and
APAC
India (39%) indicated that they prefer watching TV over smartphones, tablets and laptops
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The Two-Fold Users Consumers that use traditional and digital for content purposes. Not concerned by which medium they view their content, as long as they have access to it.
Your Way, Right Away
08963653
UK I want: Internet and Cable TV OTT services On-demand services
74% of 18-24 year olds use connected devices while watching TV 21% of US households now have access to
US
TV Everywhere content across devices and browsers, an increase of 31% over the last six months In Australia (35%) and Singapore
APAC
(33%), connected devices are used mostly to do other things like play games or chat with friends while watching TV
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Media 3.0 Masters This consumer segment is driven by a love for content and a requirement for it to be 100 percent on demand – they are the “cord cutters” or “cord shavers” – whether for cost savings or convenience.
Your Way, Right Away
0291085
62% of 18-24 year olds admitted to
UK
content they want I want: On-demand services OTT broadcast services Multi-screen
US
I
a
54% of 18-34 year olds admitted to embracing piracy as a way to get the content they want
APAC
Medi
embracing piracy as a way to get the
OTT is expected to reach $10 billion by 2020
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Data used to compile this infographic has been collated from the following sources: Irdeto Personalization Research UK Irdeto Personalization Research US Irdeto Personalization Research APAC Netflix Passes 50 Million Users - Bloomberg Drop in Pay TV subscribers, Cord Cutters Grow – Bloomberg Online Video Consumption/TV Everywhere - Adobe Research Cord Cutters Don’t Feel Bad About Cancelling Subscription – Digital Trends APAC OTT Set to Reach $10B by 2020 – Fierce Online Video Comcast Loses 144K Subscribers to Cord Cutters in Q2 2014 – CNN Money
Source: Irdeto Survey
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