Skip to main content

Video Subscription versus Pay-per-View Model

Pay-TV Video on Demand (VoD) that's delivered directly to the television is generating consumer interest, but very little revenue for service providers. Free content currently accounts for more than 95 percent of the video being watched.

A new pay-TV market study by Futuresource Consulting predicts that some consumers will pay extra for movies on demand. The question that remains is what's the consumer-preferred method -- payment by monthly subscription, or pay-per-view?

Futuresource forecasts that by 2013, transactional (pay-per-view) revenues from movies on demand will reach $2.4 billion in the USA and 430 million Euros in the leading five Western European countries.

"The rise of on-demand video content that can be accessed through a laptop, PC or mobile phone shows no signs of stopping," says Carl Hibbert, Business Consultant, Futuresource, "and with so much competition out there, the consumer is in the driving seat, demanding entertainment be delivered on their terms, whenever, wherever and however they please."

The pay-TV industry is looking to VoD to supplement its linear scheduled TV offering. As well as improving their consumer proposition, reducing customer churn and recalibrating their brand positioning. Operators are attempting to use VoD to drive up the average revenue per user (ARPU), rather than improve their actual profit.

Paid-for VoD is a small part of the market, but it is expanding, and that's despite the glut of readily-available free and catch-up VoD. Growth opportunities are coming from the continued conversion of analogue to digital cable, the expansion of IPTV, and the introduction of hybrid services by satellite operators.

As movie release windows shorten and VoD releases come on stream day-and-date with DVD and Blu-ray, Futuresource believes we're going to see more traction. That said, a number of studios are holding back, believing this may cannibalize their packaged media revenues.

Apparently, improved electronic program guides (EPG) will also help to boost VoD buy rates, making content search and purchase easier, and in some cases allowing for more personalized services.

In this context, the definition of "personalization" seems subjective.

Futuresource says that the next user experience enhancement is "lifestyle-orientated" TV homepages, which will help to filter and focus all the live and on-demand content available. Thereby enabling the consumer to pinpoint and purchase relevant content as soon as it becomes available.

In contrast, I believe that a truly personalized "recommendation-oriented" playlist -- similar to the Netflix member Queue concept -- will become the most preferred method to consume video. Furthermore, the flat-fee monthly subscription model will gain more adopters than the legacy pay-per-view model.

Popular posts from this blog

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Global Pandemic Accelerates the Evolution of Transportation

Given the current trends across the globe, organizations that depend upon the continued growth of personal vehicle ownership will need to consider a plan-B scenario. While some companies will be able to adapt, others may find that their traditional business model has been totally disrupted. According to the latest worldwide market study by Juniper Research, Mobility-as-a-Service (MaaS) will displace over 2.2 billion private car journeys by 2025 -- that's rising from 471 million in 2021. Juniper believes that for MaaS to enjoy widespread adoption, subscription or on-the-go packages need to offer a strong combination of transport modes along with feasible infrastructure changes, high potential for data collection and low barriers to MaaS deployments. Mobility-as-a-Service Market Development The concept of MaaS involves the provision of multi-modal end-to-end travel services through a single platform by which users can determine the best route and price according to real-time traffic