A new study by Kagan, a media research group within S&P Global Market Intelligence, has indicated that it is so-called “digital entertainment behaviour” that most effectively identifies current and future subscription video on-demand (SVoD) users, rather than demographics.
The group conducted an online survey of 1,001 internet users living in the UK, which showed that around half of video on-demand consumers are under the age of 40, while just 30% are aged 50 or over. The study also revealed that those who rent videos online are far more likely to use a SVoD service than those who don’t. 86% of users who rent videos at least once a week were found to also use on-demand services, along with 52% of those who rent videos less frequently. Of the consumers surveyed who never rent videos online, only 38% were found to use SVoD services.
Meanwhile, 76% of users who frequently use catch-up TV services also use SVoD, while 59% of less-frequent catch-up viewers use the service. Of the respondents who never watch catch-up TV, only 19% said they subscribed to an on-demand service. Interestingly, the research data also shows that 73% of respondents who are already accessing a video on-demand library through their existing pay-TV provider also frequent SVoD services, while among those who don’t, just 29% said they subscribed to an on-demand service.
