Quickplay Media has released a survey of 18-60-year-olds who watch live TV or video-on-demand (VOD) using one or more electronic devices (such as a smart TV, smartphone, tablet). The study results [download page] suggest that roughly three-quarters of respondents in the US would be motivated to use their devices more for live TV and VOD viewing on account of reduced cost, more content, and better quality of programming. About two-thirds would also watch more if there was less advertising.
Other factors that would drive increased consumption of live TV and VOD on alternative devices include:
- More consistent quality of programming (65%);
- Content that is easier to find (62%); and
- Faster network connection (58%).
Interestingly, respondents were less enthusiastic about live TV broadcasting on mobile, with only 46% indicating that more real-time broadcasting available for mobile would drive higher consumption.
The results suggest that multi-screen viewers are looking for more content and quality, and are keen to avoid commercials. In fact, when asked how likely they would be to pay for various features, a majority (among those who did not have the feature) said they would pay for a wide selection of TV channels (64%), excellent quality (HD; 60%), and ad-free content (56%).
Overall, 86% of US respondents said they use VOD to watch TV shows, with movies slightly less popular. A recent survey from M-GO also found that current TV shows are more popular among streaming media consumers than movies.
About the Data: The data is derived from a survey of 631 Americans conducted May 14-17, 2013 via Springboard America. The results have been statistically weighted according to the most current age, gender and region Census data to ensure a sample representative of the 18-60 years old population of each of the global markets.