In increase in overall quality and choice as well as a boost in the number of video-on-demand titles offered in high-definition were among the key reasons why general consumer satisfaction with VoD has climbed 5% since 2010, according to a new survey from Frank N. Magid Associates and Vubiquity.
The tracking study (registration required), which surveyed 1,700 consumers aged 18 to 64 with access to VoD from a mix of cable operators, telcos and satellite TV operators in fourth quarter of 2012, showed that the categories with the most improved satisfaction scores were the quality of programs (+6%), availability of programs in HD (+8%) and the number of choices available (+6%).
When asked to rank available subscriptions and services by value, the biggest portion of those surveyed (62%) placed VoD at the top, followed by the DVR (60%), HD channels (55%) and premium channels (47%).
Not coincidentally, the amount of ad-supported VoD content managed by Vubiquity has been on the rise. The company said it managed more than 85,000 total hours of “free” on-demand in 2012, an 86 percent increase versus two years ago, while also seeing the amount of HD content managed surge by 285% during that same two-year span.
That increase in free, ad-supported TV fare is also leading to more binge viewing. The survey showed that 76% of respondents watched three or more episodes of a TV show consecutively in one sitting, with 40% indicating that they do this more often now than they did a year earlier.
That fits with a broader trend in which operators encourage the kind of binge viewing that’s proved popular with over-the-top services such as Netflix. Comcast, for example, announced recently that its “Xfinity Watchathon Week” in March for set-tops and IP-connected devices “blew away” VoD records for views and hours watched.
The study was commissioned by Vubiquity, the VoD and multiscreen content aggregation and service management company formerly known as Avail-TVN. The company announced its new name in March as part of a broader rebranding aimed at emphasizing its new focus on multiscreen video.