Complex navigation, incomplete libraries and an utterly confusing array of competiting services are pushing law abiding TV downloaders into the arms of online pirates.
A survey by Essential Reasearch has confirmed what we here at Download Monkey have always said. In fact, it's the reason we started this site.
It seems that when it comes to VoD,consumers are being driven to illegal file-sharing services such as The Pirate Bay when they can't find the content they want on big-brand sites such on the iPlayer, SkyPlayer or 4OD.
This confusion is seen as the single biggest hurdle for VoD and is holding back the take up of all services.
The report says consumers "expect an integrated approach of delivery" and care far more about being able to find the content than the platform they watch it on. There is also an "an overwhelming demand" for a consolidated VoD service and most consumers expected VoD services to be free.
It seems that consumers explore less VoD content without good, solid recommendation systems, and the brand of individual shows is vastly more important than any channel brand.
On the plus side, Essential says broadcasters can use VoD to reach out to new audiences, get viewers more engaged with shows and distribute more specialised content to a wider audience rather than burying it in TV graveyard slots.
And while highlighting some teething problems, the report paints a positive picture for the future of VoD services.
Though they will not watch more TV, VoD viewers will become more appealing to advertisers, who will be able to reach targeted groups of users who are more engaged with the material they choose to watch than "passive" linear television viewers.
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