Offline viewing for SVOD: measurement is the key

By Paula Minardi on Apr 06 2017 at 11:30 AM
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.
 
For more insights on the latest video viewing habits, download our Q4 2016 Global Video Index report or watch the webinar
Posted in: 

READ THESE NEXT

SVOD, Operators, Netflix
Should European operators worry about cord cutting as Amazon, Netflix push deeper into their market? Absolutely
May 25 2017 8:15 AM

When the Big Two come to play in your backyard, it’s time to up your game.

Netflix and Amazon have launched a push into Europe that will likely result in some bad nights of sleep for operators, pay-TV channels and broadcasters looking themselves to do more business over the top.

Live Streaming, SVOD, AVOD
Live-linear OTT viewing to exceed traditional TV by 2020
Apr 20 2017 12:30 PM

Just in time for the annual NAB Show, a new report has surfaced with a forecast that’s sure to prompt an antacid surge among broadcast execs in Las Vegas next week: OTT viewership worldwide will outnumber traditional TV viewership before the end of the decade.

Live Streaming, Sports, SVOD
Live sports are looking online to revive flagging interest – will it work?
Apr 20 2017 10:45 AM

Live sports – once seen as the sure bet for TV ratings – have suddenly gone cold with fans. Attendance at events is down and the bigger money maker, TV ratings, also continue to decline.

For SVOD, churn much less of a threat than for pay TV
SVOD, Pay TV
For SVOD, churn much less of a threat than for pay TV
Feb 06 2017 8:15 AM

OTT video viewers may be just about as fickle as traditional TV viewers, with roughly 19% churning some of their SVOD services during the past 12 months, which is down from 20% a year ago, according to a new report.