Consumers' online video viewing habits have become more sophisticated in recent years. They now watch video across multiple devices and frequently multi-task while viewing. Tablets have seen especially strong growth for video consumption and multi-tasking. While consumers are still willing to pay for subscriptions, they expect higher quality experiences and want more control over content selection and cost. Broadcasters have made progress gaining consumer trust as confusion persists over accessing online video on televisions.
15. Broadcasters, under the threat of new entrants such as Netflix, Lovefilm
and others, have made significant investments in innovation to defend
and maintain a central role under attack in the non-linear world.
This research shows signs they are succeeding. Yet as consumers heighten
their viewing sophistication, their expectations from providers continue
to rise and important strategic questions remain to be answered. Status
quo operations are not an option. In the rapidly transforming world of
broadcast, continuous innovation is mandatory to win the battle.
Conclusion