The number of US online consumers who had streamed or downloaded a full-length movie within the previous 30 days roughly tripled in 2009 from 2008 levels as consumers continued to seek faster and more convenient ways to watch movies, according to a study by Ipsos OTX MediaCT.
In October 2009, one in five surveyed consumers (20%) said they had streamed a full-length movie, up from the 6% who had said so in September 2008; some 13% of consumers said they had downloaded a full-length movie, up from 5% the previous year.
"As connection speeds rapidly increase, and as movie offerings from digital video websites expand, we are witnessing a sharp increase in the streaming and downloading of full-length feature films," said Brian Pickens, senior research manager at Ipsos OTX MediaCT. "As a result, video on the Internet is no longer the domain of short, amateur clips, but has become a viable alternative for all forms of video, regardless of length."
Below, other findings from the LMX MOTION study by Ipsos OTX MediaCT.
Pay-per-View Meets Consumers' Demand for Convenience
The ease and convenience of watching online video have contributed to a society where all forms of video are expected to be just clicks away, even full-length movies, and convenience—specifically, the way a movie is distributed to and acquired by the consumer—is the most important factor in a viewer's decision to access a movie, according to Ipsos.
Consumers were asked to rate the desirability of potential distribution alternatives, assuming all were equally available to them today. Pay-per-view and video on-demand via a cable or satellite provider are the most desired method for gaining access to new releases:
- Pay-per-view and video on-demand
- Store/kiosk rentals
- Single-movie streaming and single-movie downloading (ranked equally)
- Purchasing physical disc
- Monthly subscriptions (mail)
- Download to own
- Monthly subscriptions (online)
Digital options, such as renting through single movie streaming and downloading, are poised for growth as consumers become more aware of and have access to those alternatives.
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"Given the relative value that consumers place on different movie distribution options, it is imperative that studios ensure that their movies are available not only through traditional outlets but also through emerging channels, such as kiosks and online video websites, and the further expanding video on-demand options," said Pickens.
*Mail and online monthly subscription models were analyzed as separate, standalone offers for this study.
About the data: Data were sourced from the October 2009 wave of Ipsos OTX MediaCT's LMX MOTION study, conducted via online interviews among a representative online population of 1,535 consumers age 12+.
