MediaPost reports that for all the hype surrounding video-on-demand TV services, usage remains low, it's getting few new subscribers, and people who do sign up tend to view it as a "last resort for television." Those are the main conclusions of "Video on Demand: Attitudes and Opportunities," a new report from consumer researcher E-Poll. What's wrong? and what has to change for VOD to succeed?
Above all, consumers say VOD should be offered free, which may be good news for advertisers, indicating that advertising may be a more viable alternative to pay-per-view and subscription-baed pricing models.
"There are a couple forces that are driving advertising for VOD," advises Gerry Philpott, E-Poll's president and CEO. "For cable to be competitive [other TV service providers] they'll have to offer a fair amount of free programming on demand." Consumers appears to be even more amenable to receiving targeted advertising as part of free VOD deals.
Above all, consumers say VOD should be offered free, which may be good news for advertisers, indicating that advertising may be a more viable alternative to pay-per-view and subscription-baed pricing models.
"There are a couple forces that are driving advertising for VOD," advises Gerry Philpott, E-Poll's president and CEO. "For cable to be competitive [other TV service providers] they'll have to offer a fair amount of free programming on demand." Consumers appears to be even more amenable to receiving targeted advertising as part of free VOD deals.