Just 18% of respondents to a consumer survey in the United Kingdom said content discovery – not knowing where to find a particular TV show or movie – was a problem for them, despite the growing number of streaming services available.
The online survey, from Broadband Genie, which compares home technology services, found 65% of respondents had used Netflix during the previous 12 months. Amazon (50%), Now TV (25%), Sky Go/Sky Store (17%), and Google Play (5%) rounded out the top five services used.
But, nearly half (48%) said the cost of accessing all the content they’d like to watch was too high, with 28% saying having to use multiple apps to access their content was the biggest problem with OTT.
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Overall, just 2% cited video stream quality as an issue and 3% were concerned with the consistency of the user interface.
The overwhelming majority, 63%, said that even if the content market continues to fragment they wouldn’t consider illegally accessing content vie unauthorized streaming sites or by file sharing. And, while 37% said they’d consider pirating content, just 4% said they currently often access content illegally and 14% said they occasionally do.
The bottom line
There’s no doubt the streaming ecosystem is bursting at the seams as more consumers seek an alternative to conventional television. They want to watch programming on their device of choice, when and where they choose.
Content discovery remains an issue and, as more content markets open up, it will become something that will be crucial to address. After all, engagement should be one of the most important metrics you follow… how long can you keep a viewer on your site and off the other guys? With ad-supported content that becomes even more critical. Far better to have a viewer grazing across your content — and the ads supporting it – than getting frustrated and surfing elsewhere.
Piracy? There’s no doubt it’s costing OTT services and content owners money, and there are more clouds on the horizon. But – yes, I know this sounds naïve – as study after study has shown, people are by nature honest, and users repeatedly said (and shown) that when content is priced correctly they’re willing to pay for it. Obviously, just as you lock your car door to keep casual thieves away, content security should remain the norm. There is, after all, a hard core of pirates that will continue to steal content – and revenue – from services.