MOTION: Keeping Pace with Digital Video Behavior
Today, there are a number of ways consumers can access their preferred video entertainment, whether it's full-length motion pictures, current and vintage television programming, sporting events, breaking news updates, amateur or homemade video clips, music videos and/or a host of other video entertainment choices. From traditional video viewership on the living room TV, box office movie-attendance, portable video devices, to emerging digital offerings online via the home PC, the landscape for acquiring and viewing video content is broadening. In addition, a wide range of consumer-friendly technology products are coming on the market that are changing the way consumers access, manage, and enjoy video content whether on the go or at home. In this rapidly changing environment where converging digital technology is facilitating dynamic and unforeseen usage and acquisition behaviors, strategic business decisions need to be based on consumer insights–primary consumer data that measures and tracks how behaviors are growing and evolving.
Motion: Keeping Pace with Digital Video Behavior
Ipsos Insight's MOTION includes detailed tracking information on the digital video category, including
- General population prevalence of video consumption among major video entertainment content formats full length motion pictures or previews, music videos or concert footage, TV shows, sports/news clips, amateur/homemade videos, etc.) by distribution channel and acquisition method e.g., DVD/video rental, purchase, VOD, premium channel viewing, theatrical viewing, over-the-air mobile video device, fee-based downloading, file sharing and online streaming)
- Consumer attitudes and behaviors toward video entertainment consumption by content format
- Adoption and usage of a variety of digital video hardware platforms, including HDTVs, high-definition DVD players, handheld digital media devices, video game consoles, in-vehicles solutions, digital video recorders, and in-home digital media hubs.
- Brand/Channel-specific usage, attitudes and preferences for existing digital video solutions (video hardware such as portable MP3 and gaming devices, wireless service providers and handsets, etc.)
- Motivations for digital video trial, usage and adoption by entertainment genre
- Prevalence of viewership among key industry sectors and genres, including major TV networks, TV shows, motion picture genres, and online video portals
- The evolving role of emerging digital entertainment – driven devices (PCs, media hubs, mobile devices, etc) in TV, movie and video acquisition, viewing, and management behavior
The quarterly MOTON study helps many different companies - from media to entertainment to communications - identify:
- Target markets for new and existing business models within video entertainment industry
- Where potential product development opportunities exist within the industry
- Encroaching threats to existing delivery platforms and distribution channels
- Ideas to develop e-commerce and other video distribution strategies
- Incremental revenue streams as well as potential areas of cannibalization
- What types of partnerships could be leveraged within the consolidating market
- Strategies for thriving in an environment of user-generated video content
Previous Findings
Past waves of MOTION have revealed the following:
- 44% of all Americans age 12 or older, have streamed a video file off of the Internet.
- At least three quarters of all video streamers have ever accessed short-form video such as brief news/sports clips or movie trailers/previews online.
- 28% of Americans age 12+ have downloaded a digital video file off of the Internet.
- One-third of video downloaders downloaded their first video file within the past year.
- 13% of Americans who own a mobile phone have downloaded some form of mobile video content (video clips, TV shows, video games).
- About one in five Americans owns DVR, an HDTV and/or a DVD recorder.
- One-quarter of all portable MP3 player owners have a device that can play videos.
- Americans under age 25 have up to 13% of their video collection in digital format.
- The average American age 12 or older goes to see a movie at the theater about three times every six months, owns nearly 50 DVDs, and watches almost 16 hours of TV each week.
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