Eyes Wide Open: Video Usage Up, More Watch Cross-Platform

couple watching tv on laptopWorldwide video usage by consumers is at the highest levels ever -- but it is now spread more among a greater number of new media platforms.

A recent Accenture study found that 73% of those surveyed said they watch shows on more than one platform. The study also notes that 40% of the 14,000 people polled say they watch six or more channels -- which is up 35% from a year ago. It also notes that 39% watch eight or more channels a week -- that's 33% higher than a year ago.

More viewers say they will watch video on computers, at 74% -- up from 61% a year ago. When it comes to mobile video usage, 45% said they would watch on mobile devices, up from 32% last year.

David Wolf, a senior executive with Accenture's Media & Entertainment practice, said: "If today's content services don't meet consumer expectations, it will be that much harder for providers to sell to them later, even when services improve. Providers face an urgent need to capture consumer loyalty now -- and respond to changing consumption habits -- or face playing catch-up against other content delivery choices."

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Emerging TV markets show that consumers are more non-traditional. For example, respondents in Mexico, Brazil and Malaysia were nearly three times as likely as those in the U.S., Germany and the U.K. to view video content on mobile phones.

Consumers will also pay for content -- 49% said they would. This is up from 37% a year ago. Still, 40% say they prefer ad-supported, free video content.

How do consumers find shows in this fractionalized environment? Forty percent of the time it comes from TV promos, 33% come from channel surfing, 30% are from recommendations from friends and family, and 28% from TV listings.

When it comes to paying for media, Accenture says that subscription service content appears to be the most resilient to the economy. "This underscores the recession-resistant nature of subscription models even in today's tough economic climate," Wolf said.

However, respondents did indicate that less would be spent on DVD sales, on-demand video and mobile phone content.

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