Only a short time ago, consumers had limited choices for accessing professional video content.
Today, a smorgasbord of options continues to multiply—from premium cable and DVDs, to online choices such as Apple, Netflix, and Hulu. Hardware options are equally dizzying, as traditional TV gives way to PCs, smartphones, and tablets. As portable devices meet the cloud, more consumers expect to view their favorite content anywhere, anytime.
The London Olympics this year were a case in point. NBC statistics reveal that more than 57 million U.S. viewers streamed Olympic events online. And over 7 million unique visitors per day accessed the BBC’s online Olympic sites, with nearly half of them watching on mobile devices.
Clearly, media consumption has evolved. Given the complexity of choices, it is essential for all players in the video value chain to understand what consumers need and want. To gain greater insight, the Cisco Internet Business Solutions Group (IBSG) studied the trends and behaviors of 1,152 video consumers in the United States in 2012.
Chief among our findings? Streaming is going mainstream—and if the quality, variety, and delivery of streaming video are held to a high standard, consumers will be willing to pay
Streaming Is Going Mainstream
Seventy percent of U.S. broadband users are watching professionally produced Internet video every week, with an average viewing time of more than 100 minutes per week. Among 18- to 24-year-olds, viewership rises to 94 percent. Overall, streaming video is ahead of downloading and about even with DVDs and Blu-ray Discs (see Figure 1). Read More »