Ad-Supported VOD Drives Viewer Loyalty: Survey


Making TV shows available on video-on-demand services helps hook viewers on them, according to a new survey.

About 63% of consumers with access to VOD said the availability of TV program episodes on-demand makes them more likely to watch those shows on a regular basis, according to a survey commissioned by digital media services firm Avail-TVN and conducted by Frank N. Magid Associates.

In addition, nearly 30% said they had discovered new shows through on-demand and now watch them regularly when they air on linear TV, the survey found.

VOD availability also affects show selection. About one-fourth of VOD users said they are more likely to watch shows on TV that they know are also available to watch on-demand for free, and just over 20% say they are bigger fans of shows they know they can watch on VOD.

"This study illustrates VOD's power as a promotional tool for programmers, an enhancement to their core linear offering, which serves to build audience and brand loyalty," Avail-TVN chief marketing officer Brian Matthews said.

Meanwhile, according to the survey, commercials in free VOD programming are 31% less likely to be skipped than commercials watched via DVR.

The survey polled 1,700 U.S. adults aged 18 to 64 who have access to VOD services from a cable, telco or satellite provider.