PwC Study: Consumers Prefer to Rent Not Buy Video Content

NEW YORK: Rental continues to be the preferred method of consumption for video content, according to a new report from PwC.

The report, entitled Premium Content Consumption: Responding to the "Instant Access" Consumer, says that although the premium video content market is growing, consumers still are in favor of rentals. The report also shows that people are willing to pay small, incremental amounts for premium content.

More than 50 percent of respondents said they rent movies between once a week and once a month by mail via a subscription service or online service, at 52 percent and 56 percent, respectively. They’re willing to pay an incremental $5 to $10 for faster access to premium VOD content as well. Mobile apps, social networks and digital lockers are receiving mixed reviews from consumers, though mainly optimistic ones.