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Online OTT Video Service Most Important Features


In the U.S. market, eMarketer estimates that 158 million internet users will likely watch video online at least monthly in 2011 -- up from 145.6 million in 2010.

One in five consumers in the U.S., UK, Australia, Brazil, Germany, Italy and Spain told Accenture in March 2011 that they were watching significantly more online video.

Increased convenience is the key to online video demand around the globe. Two in five internet users surveyed said the ability to catch up with episodes -- by pausing and watching at their leisure -- was the most important feature of online video.

Another 24 percent said being able to use online video like a personal video recorder was the most important feature. That said, interactivity and social features were the least popular choice globally -- cited by only 11 percent of all internet users polled.

Online video viewers reported that their leading frustrations include delays due to buffering and poor video quality. Moreover, advertising interruptions while watching video was also a frequently mentioned annoyance.

In the U.S., some TV viewers may want to interact socially. According to a March 2011 survey by Harris Interactive, 17 percent of American consumers use the internet or social media during a TV show to post comments or read about the show.

But about twice as many web users interact online after watching video content.

eMarketer says that if network TV related services, such as Hulu, really want to improve and update their online video streaming offerings, then they should keep the basics in mind before hoping to increase engagement. As an example, perhaps they should seriously consider discontinuing or further limiting their advertising, given the amazing upside growth of the Netflix advertising-free service.

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