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Viewing report
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Attributes Of A Successful Online Movie Download Service - What The Consumer Wants
The Diffusion Group, Feb 2008, Pages: 39
Online movie download (OMD) services are nothing new, at least not to those of us actively observing the world of consumer technology. Yet consumers have not rushed, or even sauntered, to embrace this advancement in movie viewing.
As companies like Vudu, AppleTV, Amazon Unbox, Movielink and CinemaNow unveil new services and features, consumer interest remains low. To date, OMD services have proven years ahead of the consumer, a brutal reality which plagued early investors. This market remains nascent and, as Steve Jobs recently noted, no one has yet to figure out the winning combination of attributes.
So if Over-the-Top delivery services are the wave of the future, and companies are investing time and money to develop the features to support these services, what will it take to convince the consumer that this is something they need? Give them what they want, of course! Taken from a survey of 2000 broadband households, this report will shed some light on which elements are most important when consumers evaluate whether or not to use an online movie service.
The information contained within will be paramount to companies looking to enter the OMD service market, as well as those already involved. This data should also serve as a resource for
- hardware and tech vendors looking to provide solutions into the broadband video market,
- product planners looking to develop hardware and service features, and
- technology strategists trying to identify certain devices and services.
Key Findings From the Report:
- Online movie download (OMD) services should focus first on developing a strong library of content. When it comes to movie rentals and purchases, the quality of content matters.
- Getting video downloads to the TV is absolutely imperative to the success of this model! TDG's research finds that having the ability to view movie downloads on any TV in the home is of critical importance, both to those that have used OMD services and those likely to do so soon.
- The use of mobile phones for video viewing is not considered sufficiently desirable to justify using an OMD service. As such, cell phone video viewing will not in-and-of-itself be a compelling attribute for an OMD service (especially of full-length movies).
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