Google, Apple and Samsung were named as the preferred suppliers of online video by consumers, based on their potential to deliver pay TV, catch up and video on demand services, according to the latest Accenture Digital Consumer Survey.
The consulting firm asked consumers to name a non-traditional broadcaster they would trust to deliver these services and says it is no surprise that the three nominations are the brands that have the largest share of smartphones and tablet devices.
"Consumers clearly value content seamlessly bundled with devices – the reason Amazon dominates the ebook market with Kindle – it provides the best end-to-end experience. It will be interesting to see if Amazon climbs up the list when they launch a TV product,” said Gavin Mann, Accenture global broadcast industry lead.
"These disruptors are clearly bringing a lot of new technology to our century-old television viewing experience. Today’s incumbents have a great opportunity if they can innovate, while successfully leveraging their core strengths. Tomorrow’s high performers – will be those that combine art and technology."
Almost 50% of people watch full-length film and TV shows online every day, and more than a third (39%) do so weekly. The popularity in online video is not hindered by interruptions to streaming reported by 86% of people.
More than two thirds (67%) of consumers are also willing to offer up more personal data to broadcasters and video providers in exchange for additional services and discounts on content and access.
The report states that 60% of people globally are willing to pay more for a faster internet connection at home to reduce interruptions to streaming and online video. In Australia it is 57% – higher than in the US and the UK. In Australia, 82% said they experience movie interruptions and load issues – signalling room for improvement for broadband providers.
“Today's consumers are viewing so much online video content that they are willing to pay for faster connections,” said Mann. “That’s good news for content owners and for the service providers who are investing heavily in super-fast broadband. The fact that consumers are also willing to pay more for the content itself is a huge vote of confidence in the validity of over-the-top services.”
A quarter of people globally own a combination of video-enabled devices and Accenture predicts the number of screens will outnumber the number of people on the planet by 2017. People are looking for more devices to access online video and 25% globally and 18% of Australians say they will buy a connected TV set in the next year despite very few content and streaming outlets being available.
While 90% of digital consumption occurs at home, according to Accenture, there is an opportunity for a brand to create what it calls the "Spotify for video" that would offer a compelling mobile experience for video.
Accenture surveyed 23,000 consumers in 23 countries including Australia about their daily consumption of online content across devices.
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