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Lower Prices Could Boost Video-on-Demand Usage in France

Four in five consumers never use VOD services

May 1, 2014 | Advertising & Marketing | Video

Video-on-demand (VOD) isn’t a hit yet in France. In a November 2013 study conducted by BVA for Conseil supérieur de l’audiovisuel (CSA), just 10.3% of consumers said they watched VOD at least “sometimes.”

Demographic Profile of Consumers in France Who Use Video-on-Demand (VOD)* Users, by Frequency, Nov 2013 (% of respondents in each group)

Meanwhile, an overwhelming majority—four in five respondents—never viewed VOD (that is, movies or series rented and watched on a TV, computer, tablet or smartphone).

Similarly, a February 2014 survey by Ipsos OTX and Ipsos Global @dvisor found that just 15% of internet users in France typically watched television via VOD. However, this was actually the second most popular means of TV viewing, only trailing live TV—albeit with a huge percentage gap between the two.

Ways in Which Internet Users in Select Countries in Europe Typically Watch TV, Feb 2014 (% of respondents in each group)

Ipsos OTX/Ipsos Global @dvisor found that VOD adoption was higher in France than in most other countries in Europe studied. Great Britain was the only nation where watching TV via VOD was more popular, cited by one-quarter of internet users.

Factors that Would Encourage Consumers in France Who Use Video-on-Demand (VOD)* to Use the Service More Regularly, by Demographic, Nov 2013 (% of respondents in each group)

Lowering prices may help boost VOD adoption in France. In the CSA study, “lowering the price of available movies and series” was the biggest factor that would encourage consumers to use VOD services more regularly (37.6% of respondents). However, the second-highest percentage of respondents (28.3%) said none of the options listed would influence them to use VOD more often—indicating that many viewers just aren’t interested in such services yet.

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