Fragmentation of broadcasting on the rise

Media companies should be capitalising on TV viewing via multiple channels, says study

Use of platforms such as the BBC iPlayer is increasing

Viewing of television content through multiple platforms is on the rise, and new media companies can capitalise on the trend, according to a survey by Accenture.

A key finding of the study – which covered around 14,000 consumers across 13 countries – is that users are fast adapting to new technology which allows more control over how and when they get access to content.

“Consumers are making choices based on what they’ve tried, liked and rejected and are now selecting content and its delivery platforms,” said David Wolf, senior executive at Accenture’s media and entertainment practice.

“If today’s content services don’t meet consumer expectations, it will be that much harder for providers to sell to them later, even when services improve, “ said Wolf.

“Providers face an urgent need to capture consumer loyalty now - and respond to changing consumption habits - or face playing catch-up against other content delivery choices,” he said.

The study also found that despite the recession, there is money to be made out of different types of programme delivery.

Some 49 per cent of those polled said they would pay for digital service programming, an increase of 37 per cent on Accenture’s survey from last year. And 40 per cent of the users surveyed said they would be willing to watch ads in exchange for free content.

Among the consumers who would be willing to pay for media services, 25 per cent would prefer to subscribe for a fee for unlimited programming, rather than payment per episode (12 per cent) or per season (nine per cent).

“This underscores the recession-resistant nature of subscription models even in today’s tough economic climate,” said Wolf.