Dan Hardwick, Senior Research Executive at GfK, says: “Despite the runaway success of OTT services over the past couple of years, viewing remains very much an activity done at home on a large screen. Given the near universal ownership of mobile devices among OTT users, Netflix, Amazon and Now TV are still yet to properly exploit the vast potential that clearly exists for OTT viewing on mobiles out of home.
Though Amazon has been the first to offer this functionality to subscribers and Netflix has recently also launched an option for users to download content, they are yet to transform OTT viewing from an activity done solely at home on a TV to one also done on the move on mobile devices.”
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About the study
Fieldwork was conducted online in the UK continuously between April 2015 and October 2016. 17,982 respondents were surveyed in total. They completed an initial profiling questionnaire collecting demographics, services subscribed to, general viewing behavior and device ownership
This was followed by a 7 day diary collecting viewing of Netflix, Amazon Prime Video and Now TV at the title level including device used, where and who viewed.
Lastly, they completed an end of week survey collecting reasons for sign-up, satisfaction with services, future intentions and claimed impact of viewing on other services
Data has been weighted to be representative of the UK profile of Netflix, Amazon Prime Video and Now TV users by age and gender.
About GfK
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
