Six out of 10 UK TV viewers pay for a subscription VoD service, according to research by OTT quality assurance and data specialist Conviva, with three in 10 saying they looked at the breadth of a content library as the key reason to stay with a service or churn.
The majority of online TV viewers still prefer viewing via a computer, with 79% saying they view content through this device, compared with 47% on tablets, 44% on smartphones, 29% on smart TVs and 26% each on game consoles and a group of other connected devices including Roku and Apple TV.
According to Conviva’s Don’t Break the Spell report, 35% cited quality of experience as the single most important factor in choosing an OTT service, compared with 32% citing the amount of content on offer. Twenty-three per cent cited price, while 7% cited a recognizable brand and 3% the number of devices supported by the service.
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