Description
Description
Product Category: Broadband
Media
Price: $995.00
Release Date: 2008 Q1
Author: Michael Greeson
Pages: 65
Figures: 20
Tables: 2
TDG Member Download
Summary
Online movie download (OMD) services
are nothing new, at least not to those of us actively observing the world of
consumer technology. Yet consumers have not rushed, or even sauntered, to
embrace this advancement in movie viewing.
As companies like Vudu, AppleTV, Amazon Unbox, Movielink and
CinemaNow unveil new services and features, consumer interest remains low. To
date, OMD services have proven years ahead of the consumer, a brutal reality
which plagued early investors. This market remains nascent and, as Steve Jobs
recently noted, no one has yet to figure out the winning combination of
attributes.
So if Over-the-Top delivery services are the wave of the future, and
companies are investing time and money to develop the features to support
these services, what will it take to convince the consumer that this is
something they need? Give them what they want, of course! Taken from a
survey of 2000 broadband households, this report will shed some light on
which elements are most important when consumers evaluate whether or not to
use an online movie service.
The information contained within will be paramount to companies looking to enter
the OMD service market, as well as those already involved. This data should also serve as a resource for
- hardware and tech vendors looking to provide
solutions into the broadband video market,
- product planners looking to develop hardware and
service features, and
- technology strategists trying to identify certain
devices and services.
Key Findings From the Report:
- Online movie download (OMD) services should focus first
on developing a strong library of content. When it comes to movie rentals
and purchases, the quality of content matters.
- Getting video downloads to the TV is absolutely
imperative to the success of this model! TDG's
research finds that having the ability to view movie downloads on any TV in
the home is of critical importance, both to those that have used OMD
services and those likely to do so soon.
- The use of mobile phones for video viewing is not
considered sufficiently desirable to justify using an OMD service. As such,
cell phone video viewing will not in-and-of-itself be a compelling attribute
for an OMD service (especially of full-length movies).
Report Excerpt
One unique feature of broadband-enabled video
is the extraordinary level of interactivity and customization afforded the
end-user - at least those of us in the industry believe this to be a compelling
feature. Adult broadband users, on the other hand, seem to disagree: only 28%
rank this attribute positively and 42.3% rank it unimportant.
While current users rank the importance of
customization and interactivity notably higher than average adult broadband
users, they are no doubt early adopters and thus more likely to demand high
levels of customization and interactivity. Bringing an OMD service to the mass
market, however, requires that the complexity associated with such applications
be masked behind easy-to-use, intuitive interfaces and guides.
Table of Contents
Executive Summary
1.0 Introduction
2.0 Methodology
3.0 Use of Online Download-for-Rent or Purchase Video Services
3.1 Online Download-to-Rent (D2R) Video Services
3.2 Online Download-to-Buy (D2B) Video Services
3.3 Segmenting Online Renters & Buyers
4.0 Appeal of Various OMD Features and Attributes
4.1 The Quality of Video Content Offered
4.2 Availability of ‘Extras' such as Interviews, Movie Trailers, and
Deleted
Scenes
4.3 The Reputation of the Service Provider
4.4 Ability to Interact with and Customize Video Programming
4.5 Ability to View Movies "at My Convenience, Wherever I Want To"
4.6 Ability to Burn the Movie Download to a DVD
4.7 Ability to View Movie Directly on any TV in the Home
4.8 Ability to View Movie on Cell Phone or PDA
4.9 Ability to View Movie on TV, Cell Phone or PC
4.10 Free Movies in Exchange for Adjacent, Silent Advertising
5.0 Comparison of Attribute Importance
5.1 Comparison of Means/Averages
5.2 Comparison of Power Rankings 27
6.0 Reflections & Recommendations
List of Tables
Table 1 Familiarity With and Use of Download-to-Rent Movie
Services
Table 2 Familiarity With and Use of Online Download-to-Own Video
Table 3 Importance of "The Quality of Video Content Offered"
Table 4 Importance of "The Availability of ‘Extras' Such as Interviews, Movie
Trailers, and Deleted Scenes"
Table 5 Importance of "The Reputation of the Service Provider Behind It"
Table 6 Importance of "Being Able to Personalize the Video Experience"
Table 7 Importance of "Being Able to View the Content at My Convenience,
Wherever I Wanted to"
Table 8 Importance of "Being Able to Burn the Movie Download to a DVD
so I can
View it on my TV or Portable Player"
Table 9 Importance of "Being Able to View the Movie Directly on any TV
in My
Home"
Table 10 Importance of Being Able to View the Movie on My Cell Phone or PDA
Table 11 Importance of "Being Able to View the Movie on Any Device,
Whether my
TV, Cell Phone, or PC"
Table 12 Importance of "Instead of Having to Pay for Each Movie I View, I Could
Simply View Silent Advertising Placed Adjacent to the Movie Image"
Table 13 Comparison of Attribute Means among OMDUs
Table 14 Comparison of Attribute Means among FNUs
Table 15 Comparison of Attribute Means among NFNUs
Table 16 Comparison of Attribute Power Rankings among OMDUs
Table 17 Comparison of Attribute Power Rankings among FNUs
Table 18 Comparison of Attribute Power Rankings among NFNUs
Table 19 A Comparison of Attribute Power Rankings among all Segments
Table 20 Decline in Power Ranking™ between Sixth and Seventh
Attributes
List of Figures
Figure 1 Familiarity With and Use of Online D2R and D2B
Services
Figure 2 Sizing of Comparative Segments