As SVOD options grow, Australians grow more irked with ad loads on catch-up TV

By Jim O'Neill on Dec 11 2015 at 11:45 AM
As SVOD options grow, Australians grow more irked with ad loads on catch-up TV

The over-the-top and SVOD virus is spreading across Australia with record-setting subscription numbers and usage figures being tossed around like rugby balls at a barby.

But, consumers are finding there may be a price to pay for ditching more traditional appointment-based TV: Recurring ads and ad loads on free catch-up TV services.

A recent report from Edentify says more than one-third (36%) of respondents who watched catch-up TV took issue with ads loads, saying there were far to any and also expressing annoyance that “they play the same ads all the time.”

The good news? Edentify’ IPTV in Australia report showed a slight decline in the ire provoked by ad loads; last year, the number was 42%.

Interestingly, the percentage of people dissatisfied with the amount of programming available increased a whopping 60% from 10% in 2014 to 16% in 2015.

Those two issues could significantly slow the growth of commercial catch-up services, but pose the conundrum: If not ads, what?

One answer, of course, is to use analytics to provide better targeting of advertising, even on a minimal basis.

Another is to simply expand the ad content, especially in-house ads that can be more aggressively rotated.

Of more concern, perhaps, is that consumers showed a little less love for catch-up services than they did year ago.

In 2014, 76% said they liked commercial catch-up services because they were free; in 2015, that number was 71%.

And, the satisfaction with being able to watch shows at will also dipped. In 2014 54% cited that as a reason, in 2015 it was down to 50%.

While the declines weren’t huge, they do, perhaps presage a decline in popularity as more content comes online through services like Netflix, Presto and the rest.

At the very least, catch-up services will now be judged against tougher competition, even though it costs a few bucks a month.

Although slightly more consumers say they use a free-to-air catch-up service to access online content (76%, up from 74% a year ago), the number of Australians saying they used a subscription streaming service were up significantly to 39% from 29% in 2014.

Credit there needs to go to Netflix, which launched in Australia in March and has seen enormous uptake in the past nine months.

Stay tuned.

Follow me on Twitter @JimONeillMedia and on LinkedIn

READ THESE NEXT

Sports, APAC, Live Streaming
NFL making a pass at China
Aug 22 2017 12:00 PM

The NFL has been eager to get its game in front of viewers globally for years; that was the reason behind its Yahoo trial two years ago, its brief flirtation with Twitter last year and it’s estimated $50 million deal for Thursday Night Football with Amazon Prime this season.

Audiencewise, the Yahoo and Twitter deals were just probes, testing the waters and the technology.

HOOQ gets $25M more in funding as fight for APAC SVOD heats up
APAC, SVOD
HOOQ gets $25M more in funding as fight for APAC SVOD heats up
Jan 12 2017 10:30 AM

HOOQ, the other Southeast Asia subscription video on-demand (SVOD) platform that wants to go toe-to-toe with Netflix (Malaysia’s iFlix also hopes it can punch above it weight), has gotten a $25 million cash infusion from its main investors – SingTel, Warner Bros. and Sony Pictures.

Netflix original Korean content plays to markets in SE Asia, Korea & China - eventually
APAC, Netflix, SVOD
Netflix original Korean content plays to markets in SE Asia, Korea & China - eventually
Jan 11 2017 11:45 AM

Netflix has joined the long list of over-the-top services that are looking to use South Korean dramas as a lure to draw new viewers in Asia, while at the same time making its own service more competitive to local services in South Korea.

The company today announced it had contracted for a 12-episode original series based on a South Korean online comedy series. The series will debut in 2018.

Iflix looks to Hum for local content in Pakistan as it sets to deploy
APAC, SVOD, Content Deals
Iflix looks to Hum for local content in Pakistan as it sets to deploy
Jan 04 2017 7:15 AM

Iflix, the Netflix wannabe that has gained a toe-hold in some Asia-Pacific countries, is extending its content reach, signing a multi-year programming deal with Pakistan’s entertainment channel Hum TV.

Iflix is set to deploy in Pakistan this year, so the content deal – which includes dramas and other episodic programming – gives it a bit more panache with Pakistani audiences. Included in the deal are shows like Bin RoyeHumsafar and Udaari.