Survey: VOD Bolsters Linear Viewing, Network Loyalty

SHERMAN OAKS: The availability of free on-demand TV shows has been found to increase loyalty to networks, help consumers discover new series and increase viewing for when the programs air live, a new survey conducted by Frank N. Magid Associates reveals.

Nearly two-thirds of consumers, 63 percent, say that the availability of shows on demand has made them more likely to watch those programs on a regular basis. Around 30 percent indicated that they had discovered new shows through on demand, and now regularly watch the shows when they’re on on linear TV. The availability of VOD also impacts show selection, says a quarter of on-demand users, who report that they are more likely to watch shows on TV that they know are also available to watch on demand for free. More than one-fifth say they are bigger fans of shows they know they can watch on demand.

Video-on-demand ranks as the top-rated service among consumers who have access to on-demand programming, above DVRs and HD channels. The survey also found that advertisers are benefiting from VOD viewing. Commercials in free VOD programming are 31-percent less likely to be skipped than commercials in recorded programming.

"A lot has been made of consumers’ shifting viewing habits to on-demand programming but until now, little was known as to how VOD affected linear viewing," said Brian Matthews, the CMO at Avail-TVN, which commissioned the survey. "This study illustrates VOD’s power as a promotional tool for programmers, an enhancement to their core linear offering, which serves to build audience and brand loyalty."