Reports suggests that VOD does not detract from broadcast TV
Video on demand shouldn’t be viewed as a threat to broadcast TV but helps promote it, according to a report.
Thinkbox, the marketing body for the UK’s commercial broadcasters, says that online VOD services do not detract from linear television viewing.
It has released figures showing that the popularity of web services such as iPlayer, 4OD and Sky Player appear to be incremental to the broadcast television that people have always watched.
The report says that both broadcast and online TV platforms are growing simultaneously, which it suggests underlines how the two fulfil different needs for viewers.
It adds that this underlines “that they can co-exist and indeed promote each other”.
Online TV services, according to Thinkbox, are primarily used as a means of catching up with the broadcast stream.
Thinkbox recently announced that it has commissioned further research to examine how and why people use online TV, its relationship to broadcast TV and the advertising opportunities it affords, with preliminary results expected before the end of the year.
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