Streaming of TV Shows and Movies (% of Online Americans, previous 30 days) | ||
Streaming Medium | Sept. 2008 | April 2009 |
TV Streaming | ||
Age ≥12 | 11% | 26% |
Age 18-24 | 18 | 51 |
Movie Streaming | ||
Age ≥12 | 6 | 14 |
Age 18-24 | 18 | 30 |
Source: Ipsos, July 2009 |
The report posits that now that the ad-supported content model is taking off, content providers will be challenged to monetize their content through alternative fee-based methods, given the acceptance of the ad-supported or "free" model. In addition, concludes the report, content providers will need to understand the appropriate level of advertising that streamers will be willing to tolerate for their content.
Brian Pickens, Senior Research Manager at Ipsos MediaCT, notes that "The digital video revolution is no longer centered on short clips via YouTube; it is becoming an important distribution channel where any type of full-length video can be instantly accessed for immediate consumption without a fee."
However, says the report, digital video is not replacing the TV. Currently:
Data were sourced from the April 2009 wave of Ipsos MediaCT's MOTION study, which was conducted via online interviews among a representative online population aged 12 years and older.
For additional information, please visit IPSOS here.
Most people don't care about the technology or format, it's the content that they want. Give them unlimited on demand channels on cable and they would opt for that, if it had what they want to watch.
Growth in streams and persons viewing streams is super highly fragmented by the number and variety of streams available. On the one hand, that drives sampling and use. On the other hand, it depresses total views per stream and makes the "free-with-ads" financial model highly if-fy. Content providers will dump previously amortized product in what could become a low economic yield channel.