Video-on-Demand Outpaces Live Streaming in Ireland Across Genres - eMarketer
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Video-on-Demand Outpaces Live Streaming in Ireland Across Genres

Viewers still strongly prefer free VOD platforms

July 18, 2016 | Advertising & Marketing | Video

Video-on-demand (VOD) viewers in Ireland are more likely to watch movies on demand than any other genre, according to a July 2016 report from Interactive Advertising Bureau Ireland (IAB Ireland). While 65% watched movies on demand in March 2016, sports were the most-watched live streaming genre, at 45% of respondents.

Top 5 Genres Viewed via Live Streaming vs. Video-on-Demand (VOD) According to VOD Viewers in Ireland, March 2016 (% of respondents)

Given that the survey is aimed at VOD viewers, it comes as no surprise that almost every leading category for VOD is more popular than any live streaming genre. For example, even the fourth-placed VOD genre ranked higher than live sports—49% said they watched comedy on-demand.

The vast majority (84%) of those surveyed said they watched VOD on free platforms, like websites or free cable provider platforms, up slightly from March 2015’s 83%.

Video-on-Demand (VOD) Viewers in Ireland, by Age, March 2015 & March 2016 (% of respondents in each group)

While VOD viewers in Ireland are fairly static compared to March 2015, more younger users are tuning in. More than nine in 10 (91%) of those ages 16 to 24 said they viewed VOD this year, up from March 2015’s 84%; in total, 71% of those surveyed said they watched VOD in March 2016, higher than March 2015’s 67%.

In the years to come, with younger users more frequently viewing VOD, its popularity seems set to grow even stronger in Ireland.

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