Accenture-Digital-Video-Connected-Consumer

Focus on the qualityThe availability of video servicesonline is growing all the time – andso is the number of consumers thatare willing to pay for them(22 percent worldwide, up 4 percentin the past year). Increasingly,however, as consumers view more oftheir content online, we’re seeingquality stand out as a key concern.Expectations of seamless HD contentexperiences are feeding through toIP-connected devices and with 89percent of viewers now watchinglong-form video on connecteddevices, it’s perhaps no surprise tofind that 42 percent are complainingabout advertising placement,buffering, or the time it takes forvideos to load and start playing(33 percent). Underinvestment in thenetwork is clearly beginning to takeits toll (Fig.6).This creates some real opportunities.Respondents said they’d be willing topay for online video services if morevariety of premium content wasavailable, there were less advertisinginterruptions and better video andaudio quality was experienced.Quality is a particular concern forviewers in the Middle East and LatinAmerica. But it’s also a major factorin Europe and the US (for 42 percentand 32 percent of viewers,respectively). Higher investment inbroadband networks will help drivemore viewers online. And mediacompanies that can bridge thequality gap between should reap therewards.It’s evident that providers’investments in network quality willhelp drive better performance incustomer retention. Althoughnetworks’ bandwidth quality hasimproved in the past year, more thanhalf of consumers still report facingpoor internet connections on afrequent basis – via home broadbandand mobile internet. Consumers arenow less prepared than they were ayear ago to pay extra for a morereliable internet connection.Increasingly they expect this to be anintegral “part of the package”.The clock is ticking. Our researchshows that 39 percent of consumersare planning to switch to a newbroadband provider in the next12 months (because of poor qualityinternet), and 43 percent ofconsumers are planning to switch toa new mobile operator in the next12 months for the same reason.Figure 6: Consumers watching long-form video content over the internet on any screenLong form video content consumption% Users accessing TV shows, movies or sport over the Internet89%Top 3 concerns to consumers while watching online video% Consumers selection their first 3 complaintsAdvertisinginterruptions duringthe program42%Initial time required forbuffering-waiting to playthe video33%Video or sound stopsplaying, or is distortedduring play32%Sample base: respondents over 18yo accessing long-form video content | N=21283Source: 2015 Accenture Digital Consumer Survey8