Demand for Mobile Access Driving Interest in Video Content Digital Lockers

NEW YORK: Consumers’ desire for mobile access to content is fueling the growing interest in video content digital lockers, according to the new PwC report Storing Entertainment Content in the Cloud.

According to PwC, which surveyed 502 U.S. participants and focus groups, the success of digital lockers will depend on whether companies can match the benefits with consumers’ interests to ensure that they fully understand the value of digital lockers for all types of content. Nearly 90 percent of respondents said they are "somewhat" or "very interested" in the concept of digital lockers. Among those who are "very interested," the 50-to-59 demo expressed more interest than the younger groups (18 to 24 and 25 to 34). Nearly two-thirds of those surveyed said they feel confident about their awareness and understanding of the concepts of digital and cloud storage. More than 25 percent said they would purchase more content, rather than rent, if purchases were only accessible via a digital locker.

Consumers across a variety of age groups continue to be heavily engaged in downloading and streaming content at least once per month, if not more. Computers are still the top device for streaming content, at 96 percent, followed by game consoles, at 68 percent, and smartphones and other mobile devices, at 62 percent.

Movies and TV shows were ranked as the top two types of content most likely to be stored in a digital locker. Movies were ranked as the first or second choice by 72 percent of respondents, driven by the 50-to-59 group.