Netflix, skinny TV spark online video conversations
Michelle Clancy
| 18 March 2016
Netflix differentiators, carousel formats and skinny TV look to dominate consumer video trends this year.
With the majority of over-the-top (OTT) and SVOD services offering personalised or next-gen interfaces, some Netflix features have emerged as differentiators.
According to Digitalsmiths’ Q4 2015 Video Trends Report nearly two-thirds of those surveyed said that price is a reason to choose Netflix. However, 54.3% of those surveyed also feel that it’s important that all members of a household can create their own profiles.
About half (47.2%) value the auto-play to the next episode (next show comes on automatically) feature; 36.5% like the pre-made lists of shows, such as Because You Watched, Kids Movies, etc; and 43% like the recommendations of shows to watch that are personalised based on what has been previously watched on Netflix. Only 5.7% said that they “do not find any of these features valuable”.
Many of the emerging video services offer an interface that is largely carousel-driven, sparking Digitalsmiths to add a new question on this topic in the Q4 2015 survey. According to respondents, 56.6% would like their pay-TV provider to deliver content in a carousel format such as ‘What is on now’, or ‘Because you watched this’.
Also, much of the buzz in 2015 revolved around skinny bundles or smaller channel packages. The research firm, which is owned by TiVo, asked 3,100 respondents to create their own cable packages from a menu of 75 channels, choosing only the channels they wanted, and as many of them as they wanted, irrespective of price.
The result was the emergence of seven preferred, 15-network bundles, priced from $35 to $39 a month — seven bundles, because that was the number of selections that could be grouped together in a statistically significant way, and 15 networks, because that’s around the average number of channels selected by the respondents in the first place.
“There weren’t 75 different viewing behaviours,” said the firm’s senior director of analytics, Chris Ambrozic. “We found many combinations of channels that were commonly selected.”
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