According to the study's findings, streaming is approaching traditional television globally, falling behind by only two points in weekly viewing percentage, while, in just two years, there has been a 25% increase in consumers willing to pay for access from any device (access from anywhere).
The latest Ericsson ConsumerLab TV & Media Report, based on 23 countries, shows that streaming video viewing is now almost on par with traditional TV viewing, with 75% of consumers watching streaming video several times a week, compared to 77% watching traditional TV. The survey, now in its fifth consecutive year, also finds that one in five consumers (19%) are willing to pay for the ability to access their favorite content on any device, a 25% increase in just two years.
The research also shows an increase in viewing time on smartphones and tablets. It also highlights that traditional channels and pay TV are seen by many as “content repositories” from which they can selectively pull individual pieces to watch later using digital video recorders (DVRs). The growing use of DVRs also contributes to the continuation of the trend of “binge watching” episodes, which began with the collection of TV series and movie series on DVD and stands in stark contrast to the traditional TV experience of waiting weekly for a new episode.
For the same reason, many viewers have moved to subscription video-on-demand (S-VOD) services, such as Netflix and Hulu, and 48% say they prefer all episodes of series, such as "Breaking Bad" and "House of Cards", to be released at the same time, so they can watch them at their own pace.
Niklas Heyman Renblom, senior advisor at Ericsson ConsumerLab, said: “Our research shows that 56% of video-on-demand subscribers prefer all episodes of a TV series to be released at the same time, so they can watch them at their own pace, compared to 45% of non-S-VOD subscribers. This demonstrates how these services are influencing content viewing habits and requirements.”.
"There are different categories of episode marathoners. Some discover a TV series halfway through the season and watch several episodes in a row to catch up. Others prefer to watch an entire season at their own pace and usually wait until the end, when all the episodes are available.".
While 41% of consumers expressed a desire to be able to watch their favorite programs anywhere, there are still two key limitations: The cost of data traffic and the cost of the content itself. Another interesting finding is that many are not willing to compromise on picture quality, with 43% stating that Ultra High Definition is particularly important.
For the first time, this study included data from the Greek market. The main findings are as follows:
– On-demand content, and especially streaming, is increasingly taking up more time in consumers’ viewing habits. In fact, streaming in Greece is already surpassing traditional content consumption: 86% of respondents watch streaming video several times a week, compared to 77% who watch traditional television.
– Video-on-demand (S-VOD) services are intensifying episode "watching marathons": 51% of S-VOD users in Greece prefer all episodes of a series to be made available simultaneously, so they can watch them at their own pace.
– Increase in watching television content on other devices (PC, laptop, smartphone, tablet).
– Consumers are willing to pay for high picture quality: 47% say that high definition (HD) is particularly important for an optimal viewing experience. The corresponding figure for 4K/Ultra High Definition (UHD) is 31%.
– The average NPS (Net Promoter Score – how likely you are to recommend a TV service to a friend, relative, colleague) is higher for over-the-top (OTT) and on-demand services compared to traditional content consumption.
The Ericsson ConsumerLab TV & Media 2014 report is based on 23,000 online interviews with broadband users in Brazil, France, Germany, Greece, United Arab Emirates, United Kingdom, United States, Indonesia, Ireland, Spain, Italy, Canada, China, Malaysia, Mexico, South Korea, Portugal, Russia, Singapore, Sweden, Taiwan, Turkey and Chile. Almost all respondents use the internet on a daily basis. The study results represent the views of more than 620 million people.
