Kantar Media: “VoD through TV is the future”

Use of TV video on demand services is set to outstrip PC-based on demand viewing, a new study shows.

People have been quick to embrace PC and laptop based video on demand (VoD) services, but data from Kantar Media’s futurePROOF study suggests that VoD through TV is the future.

In Virgin Media households, where TV VoD services have been available for over a year now, 75% of those aged 12 and over used a TV VoD service in the last 4 weeks (based on a study in August 2009).  This compares to just 45% using a PC VoD service in the same time-frame.

In fact, in Virgin TV households, 33% used Virgin’s TV Choice service within the last week.

The futurePROOF study, a new syndicated survey backed by Channel 4 and Ofcom, examined technology ownership and digital media usage of 2,429 respondents in August 2009.

Further analysis from the study reveals the reason for TV’s dominance in VoD – whilst the biggest driver behind PC VoD viewing is catching up on programme viewing, there is a much broader range of drivers for TV VoD and there are clear user benefits, not least the viewing experience itself.

Kantar Media’s director, Charlie Gordon, said: “Over three-quarters of the population have a high-spec TV as their main set now, so it is inevitable that they want to be able to use it to view on demand content.  For most, a PC or laptop screen just isn’t the same.”

The futurePROOF survey also recorded a high level of awareness of TV VoD (95%) among the population and promising trial intent (26%).  Consequently, Gordon believes that new VoD services have the potential to transform TV viewing, provided the interface is right.  “The schedule still has a huge role to play but our research suggests that new developments, like Project Canvas, have the potential to capture the imaginations of audiences,” he added.  “TV will still be their familiar friend, but they’ll be in control.”