TV and Video Have Come Out of the Box, Accenture Survey Finds
Consumers expanding range of devices and providers used to find and view their
favorite TV and video content
NEW YORK -- November 27, 2012
Consumers in the U.S. and U.K. are changing the way they view TV and video
content by increasingly taking control of how, when, and where they view it,
according to a new survey released today by Accenture (NYSE: ACN).
About half (49 percent) of consumers surveyed in Accenture’s Pulse of Media
Consumer Survey are viewing over-the-top (OTT) video through a broadband
connection on their TVs (50 percent in the U.S. and 48 percent in the U.K.) in
addition to the content they traditionally watch via cable or satellite.
Consumers are also viewing content on mobile devices, creating video
playlists, posting videos on social media, and learning about new TV programs
and video offerings through social networks, according to the survey.
“We are seeing a seismic shift in consumer viewing habits,” said Robin
Murdoch, a managing director in Accenture’s Media & Entertainment industry
group. “The connected consumer is now comfortable viewing TV shows and video
on a variety of screens, as well as sharing opinions of that content via
social channels or recommendation engines.”
Not surprisingly, the survey found younger viewers are leading the way in
using these new technologies to view video content.
In the U.S., 82 percent of consumers between the ages of 18 and 24 watch some
OTT video, with 60 percent watching at least a quarter of their video
over-the-top (compared to 32 percent of U.S. consumers overall). In the U.K.,
75 percent of consumers in that age group watch some OTT, with 54 percent
watching at least 25 percent (compared with 28 percent of overall consumers)
in this manner.
Younger consumers are also more likely to discover new content through social
networks as opposed to learning about it through commercials or programming
guides. The survey showed that 35 percent of 18- to 24-year-olds are
interested in social newsfeeds of videos that friends have watched compared
with 11 percent of consumers age 45 and older.
Today, 49 percent of consumers across the board subscribe to a range of video
delivery services, indicating OTT video consumption has grown at an
astonishing rate since last measured by Accenture in March 2011 at 8 percent.
We are now seeing subscription and access levels similar to satellite among
the online group surveyed. In the U.S., 27 percent of those surveyed subscribe
to OTT services, such as Netflix Instant Streaming, compared with 28 percent
to satellite. In the U.K., 26 percent of those surveyed subscribe to or access
OTT services like Netflix, LoveFilm, or BBC’s iPlayer on TV services, or Sky
Go / Now TV from Sky, compared with 30 percent to satellite.
Sixteen percent of U.S. consumers (9 percent in the U.K.) subscribe to gaming
console-based video delivery services, and 4 percent (3 percent in the U.K.)
subscribe to set-top subscription services such as Apple TV, Boxee or Google
Consumers are also diversifying their viewing habits. Television remains the
primary device for watching full-length shows, and PCs and laptops are the
dominant device for short video clips. However, consumers are also using
mobile devices such as smartphones to:
*watch short videos and clips (24 percent);
*watch user-generated content (15 percent);
*watch live content (6 percent); and,
*watch full-length movies and TV (4 percent of respondents).
Many consumers share videos on social networks, the survey shows. Based on a
weighted average, respondents who use social media had, on average, over 3
friends who posted videos at least once per day (3.6 in the U.S. and 2.8 in
the U.K.). Thirty-eight percent of respondents had posted, or re-posted, video
online via social media. Most often this involved consumers sharing videos
posted by friends (51 percent overall), reinforcing the viral nature of
video-sharing online. A smaller but significant proportion (25 percent),
sought out videos to post on social media based on content they had seen on
The survey also probed consumers’ willingness to pay for content and found
that more than one-third (36 percent) would be willing to pay to see a
favorite show continue. Of that group, 18 percent indicated they would pay
$25/£10 or more, and half (50 percent) would pay $1-$4/£1-£4. Younger
consumers were more willing to contribute to the cause with nearly
three-quarters (72 percent) of 18-24 year-olds in the U.S. and more than half
(54 percent) of the respondents in the U.K.
“The new media landscape has enabled curating, consuming, and commenting on TV
and video content to become a simple, seamless experience,” said Murdoch.
“With youth leading the movement, we anticipate that these trends will
intensify in the coming years.”
If you would like to contribute to the discussion, please join us online at
www.accenture.com/pulsofmedia or on Twitter at #pulseofmedia.
In September 2012, Accenture conducted an online omnibus survey with 2,010
consumers over the age of 18 – 1,003 in the U.S. and 1,007 in the U.K. The
sample was representative of the population weighted by age, gender,
geographic region, race and education.
Accenture is a global management consulting, technology services and
outsourcing company, with 257,000 people serving clients in more than 120
countries. Combining unparalleled experience, comprehensive capabilities
across all industries and business functions, and extensive research on the
world’s most successful companies, Accenture collaborates with clients to help
them become high-performance businesses and governments. The company generated
net revenues of US$27.9billion for the fiscal year ended Aug. 31, 2012.Its
home page is www.accenture.com.
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