Will people pay for digital content?

WHAT CONSIDERATIONS FACTOR INTO A CONSUMER'S DECISION TO PAY FOR DIGITAL VIDEO ENTERTAINMENT CONTENT? How do they prefer to pay? How do they prefer to watch? Important Considerations Streaming services have a slight edge over downloadable content. Subscription services like Netflix have an edge over one-time-payment services like iTunes, among those who had a preference. Considerations ranked in order of importance 80% Somewhat important Extremely important Streaming 70% Price Ownership 60% 33% Quality Availability Integration Ad-free 28% 72% 50% 22% 40% 9% 30% Perpetual access Ease of use Prefer one time payment (like iTunes) 20% 7% Switching Restrictions 10% 2% Prefer subscription payment (like Netflix) Bandwidth 0% Payment type Ownership Moral considerations What percentage of people are willing to pay for content? Gift 0% 20 40 60 80 100% What's preventing users from watching video entertainment online at all, or restricting them from using it even more? would pay for online content 46% (includes all types of content 83% of consumers said price isn't all that matters, service providers need to marry price with other considerations for success. including video, audio, apps, copy, photos, etc.) Research & data by @guin Infographic by @allenmartin 40% would pay for online video entertainment content 100% 90% 4% would pay for online video news Bandwidth: while only 22% of respondents said they limit their Internet usage now because of bandwidth limitations from their 80% content ISP, 62% of respondents said they would watch more video online if their ISP raised 70% Most would prefer to watch entertainment content for free, supported by ads Brands matter 54% of people would rather pay for digital video entertainment 60% their limit. 50% Availability: content they want to watch isn't available in Canada due to rights restrictions 40% from a trusted source Integration would not watch online 30% one-time fee matters premium ad-supported 20% NETFLIX subscription 10% Quick Facts Cord cutting? | Positive correlation between respondents who pay for offline video services (e.g. cable TV or satellite) and their willingness to pay for online services. It was unclear if they were looking to supplement or replace their existing services, but secondary research suggests supplement is more likely. | Integration matters | Consumers want Premium opportunities | People would pay a premium to get early access to TV or movies | | 16% of consumers would pay a premium to watch pay--per--view TV, online | | People would pay a premium to get access to content that is restricted in Canada | the video service to work on their computer, tablet and smart phone. | current tv show Not at all important Not Important Indifferent Somewhat Important Extremely Important