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Increased consumer satisfaction and content availability has led to pay-TV subscribers valuing video-on-demand (VOD) as their most valuable service, a new tracking study from Vubiquity has revealed.

The research sampled 1,700 US consumers with access to VOD services from a cable, IPTV/telco or satellite provider and found that nearly two-thirds (62%) of consumers value VOD highest, above DVRs (60%), high definition channels (55%) and premium channels (47%).

Slightly more (65%) of viewers think that everything they could ever want to watch is now available on demand and just over three-quarters (76%) watch three or more episodes of a TV show consecutively in one sitting. Indeed two-fifths do this more often than a year ago.

Connected devices and TV everywhere services are also helping to fuel this trend. The survey found that viewers are consuming content on other screens, in particular children’s animated content, where 35% of respondents indicated that they use an alternate screen to access the on-demand content. Scripted and reality shows follow closely with 30% and 28% respectively. 

Vubiquity, a provider of multi-platform video services, also found that satisfaction with on-demand has grown over 5% since 2010 with the biggest areas of improved satisfaction being quality of programmes (+6%), availability of programmes in HD (+8%) and the number of choices available (+6%).

“Vubiquity has seen a dramatic increase in the amount of television content we manage for VOD which directly correlates to what consumers reported in this study. In 2012, we managed over 85,000 total hours of FOD content, 86% more than two years before, and the increase in HD was 285%,” said Laurie Lawrence, CMO of Vubiquity. “And the amount of content continues to grow … quick-turn content for the C3 window enables content owners to monetise their [on-demand] content, which leads to more content on the platform, driving increased value for the consumer, and in turn, for the service provider.”

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