Premium channel Epix is going to offer its digital video-on-demand application on the
PlayStation 3 video-game console. The viewer-authenticated service will offer PlayStation
3 users more than 3,000 movie titles, including The Avengers and The Hunger Games.
For Epix, the appeal is tapping a growing audience segment that’s streaming more video
on the PlayStation, alongside hitting home runs with the MLB The Show ’13 video game.
Video-on-demand and streaming services accounted for 22% of users’ overall time on
PlayStation 3, Xbox and Wii systems last year, according to Nielsen. That’s up from 19% in
2011 and 13% in 2010.
PlayStation 3 users, in particular, are quickly adapting the gaming console as a primary distributor of
video content. Users spent nearly 25% of their console time streaming video content, up from 15%
during the prior year, according to Nielsen.
The consoles also attract a younger, more multcultural viewer who may not be a accessible on
traditional cable outlets. Among broaband users, about 32% of African-Americans have at least one
gaming device in the home, compared to 22% of their white counterparts, according to a Horowitz
Associates Multiplatform Content and Services survey.
With content distributors ranging from Netflix, Hulu, HBO Go and Epix offering
movies, series and documentaries on gaming consoles — along with live, out-of-market
games from Major League Baseball, the National Hockey League, National Football
League and the National Basketball Association — it’s inevitable that viewers will continue
to use their gaming joysticks to control the streaming of The Avengers movie just as conveniently
as they control Iron Man, the Hulk and Captain America in "The Avengers" video game.