Epix: 44% of Online Viewers Watch Movies via Connected Blu-ray Players14 Jun, 2011 By: Erik Gruenwedel
Study says youth audience prefer watching movies on electronic devices
Younger viewers increasingly are watching movies in the home on personal computers and myriad connected portable media devices as opposed to the television, according to a new report commissioned by pay-TV platform Epix.
Epix, which is co-owned by Lionsgate, MGM and Paramount, said younger viewers use video-capable iPods (24%), iPad and tablet computers (21%), smartphones (21%) and netbooks (15%) to watch movies, compared with viewers between 35 to 64 years old, who prefer the television.
That said, TV networks prevail as the most common source for watching movies outside of theaters, as nearly seve in eight streamers view films on broadcast (85%) and basic cable networks (83%) at least monthly.
More than half (51%) of online streamers/downloaders also watch movies monthly on premium channels.
Although device ownership is high among viewers of movies online, respondents indicated strong purchase intent for popular mobile devices. More than half (53%) plan to purchase another broadband-enabled device, such as a tablet, netbook, laptop or desktop computer, and more than a quarter (26%) intend to get a mobile phone with Internet access over the next 12 months.
Connected TVs are growing in importance for online movie viewing, particularly among younger adults, as 26% of all streamers/downloaders and one in three in the 25- to 34-year-old age group say they stream movies on broadband-enabled TVs. Finally, 44% of online video viewers utilize connected Blu-ray players to watch movies in the home.
“The results of this study illustrate the fact that consumers are increasingly accessing entertainment content wherever and whenever it is available and underscore the growing opportunities in cable to adapt to these changing viewing habits by providing movies and other content on every platform,” said Mark Greenberg, president and CEO of Epix “[We are] working closely with our operator partners to help them deliver our content to subscribers whether it’s on TV, on demand, online and now on new devices with apps. As movie consumption on new devices continues to grow in popularity, we remain focused on providing our authenticated subscribers access to the best content and extra features in all the ways they want it.”
The survey was conducted online in April by research firm Ipsos OTX Media CT, and results were compiled from a national sample of 500 respondents between the ages of 25 and 64 who had streamed or downloaded video content during the previous six months.
The results were released at the National Cable and Telecommunications Association 2011 Cable Show taking place this week in Chicago.