Offline viewing for SVOD: measurement is the key
Thursday, April 6, 2017
Offline viewing has become a de rigueur feature among SVOD services like Netflix and Amazon these days, giving audiences the flexibility to download and watch content on-the-go as they continue to consume greater amounts of mid- and long-form content on mobile devices.
On our recent Q4 2016 Ooyala Global Video Index webinar, Jim O’Neill, Principal Analyst and Strategic Media Consultant - U.S. West and I discussed the topic during the Q&A session:
Q: Can you talk a little bit about how the new offline video viewing options affect SVODs?
Jim: It’s a fantastic service for consumers. The issue remains: How do you measure it? There are a couple of companies I know of that are working on offline measurement that basically track what you’re doing on your phone as you watch your latest video from -- name the service -- and that’s really critical:
• How long do people watch for?
• When do they drop off of that online content?
• If they have trouble accessing it after it’s on their tablet, for example?
• Do they ever watch it?
That’s the kind of data that frankly, is just developing. I think it’s a very consumer-friendly piece, and a real challenge for the industry, especially, for instance, AVOD-supported content. But even for SVOD. Personally, I use a ton of it. So this is why I get no work done on airplanes anymore.
Paula: And, it’s become a competitive advantage for services to offer it, and it’s perhaps most beneficial in emerging global markets where there’s maybe more limited internet access. So that becomes more enticing for people to want to subscribe to SVOD services, to be able to have that feature.