We recently wrapped up our latest Online Video Insights supplement exploring audience preference and interest as it relates to professional video content a la TV shows and movies. Online Video Insights is a supplementary component of the comprehensive Youth Trends Emerging Media & Entertainment portfolio. Findings for the latest wave (Q1 2010) were based on interviews completed the week of March 15th. The interviews were conducted with just over a thousand members of the Youth Trends Digital Media panel. All of the participating panelists had to stream at least one free or paid TV show or movie during the past month. That was the main qualifier for participation.
Here are some of the key findings:
By a pretty healthy margin, participants were most likely to stream an episode of one of their favorite TV shows they missed on-air. While on-demand viewing and other time-shifted options (DVR viewing) were indicated, it's online streaming that comes out as the most common behavior.
The participants tend to demonstrate a greater willingness to pay for online video content, both TV shows and movies via a monthly subscription fee as opposed to a pay-per-view option. More than one in four participants (27%) said they would at least consider paying $0.99 to stream an episode of one of their favorite TV shows, while about 30% said they would at least consider paying $9.99 a month for unlimited access to their favorite TV shows online.
Exactly a third of participants would at least consider paying $2.99 to stream a full-length movie, while 26% said they would at least consider paying $4.99. Clearly, price is a determining factor for many of the participants. Interestingly enough, more than a third of participants (36%) said they would be more likely to pay for online video content if the videos themselves, contained no advertisements or commercials.
The initial read left price and video type out as variables--about one in ten participants said they would definitely pay for video content online if it was no longer accessible for free. Another 16% said they would consider paying for it. Keep in mind, these are young people who have already demonstrated a propensity to stream content online, so if anything these guys represent more of a targeted potential customer base than that of the overall teen and young adult population. Clearly, interest levels adjust when you start throwing out pricing and different types of accessibility, but at this basic level, you're left with a not so small percentage who will at least consider paying for something that they're not typically accustomed to. YT client subscribers will be able to download the full report tomorrow.
