Understanding On-Demand : How SVOD compares with BVOD
This article is a summary of our mini-report on SVOD vs. BVOD. It is available to download here.
2020 has been a very strange year – full of ups and downs. One thing that’s definitely on the up is Video-On-Demand …
According to Roy Morgan Research, overall subscription TV services (including Subscription Video-On-Demand [SVOD] services) jumped 6% between February and May 2020 as lockdowns set in – with key SVOD brands such as Stan (+20%), Disney+ (+38%) and Amazon Prime Video (+46%) all seeing double-digit increases in household access.
At the same time, we’ve seen increases in VOD viewing too. According to ThinkTV, Broadcast Video-On-Demand (BVOD) viewing lifted almost 31% year-on-year in H1, 2020, with notable increases from March onwards. But is all Video-On-Demand the same?
We leveraged our Total Video dataset to compare and contrast SVOD and BVOD in terms of viewing behaviour, brand associations and content discovery. The mini report collates data from 2,107 Australians aged 18 to 69, collected as part of our Q1 2020 Total Video Consumption Report, and includes the following key findings :
1. Viewing Time : SVOD made up a larger share of total video viewing for younger viewers, while BVOD made up a similar share of viewing across the different age brackets.
2. Content Genres : Drama had the largest share of viewing for both SVOD and BVOD. Movies made up more viewing time for SVOD, while Reality had a higher share for BVOD viewing.
3. Device Usage : More SVOD viewing occurred on a TV device (74%), compared to BVOD (50%). In terms of OTT devices used to stream to TVs, BVOD viewing skewed to Fetch/Telstra TV devices, while SVOD skewed to gaming consoles.
4. Viewing Behaviour : There was largely no difference in out-of-home or co-viewing behaviour for SVOD or BVOD. That is, most viewing occurred within the home, and roughly two-thirds of viewing was consumed alone.
5. Brand Associations : SVOD and BVOD brands are perceived by users to hold different attributes – SVOD brands were more often associated with advertising-free, high-quality movies and original content, while BVOD brands were more often associated with value for money, convenience and high-quality TV shows.
6. Content Discovery : More SVOD titles were discovered by word of mouth compared to BVOD (29% vs. 10%), while more BVOD titles were discovered by TV commercials / promos (40% vs. 9%).
The mini-report is available to download at: https://www.totalvideo.co/download-svod-vs-bvod-report