Why video on demand is on the increase
Channel 4’s video on demand wing All 4 has just reported its most-viewed quarter, according to The Drum. This is thanks to record audiences tuning in and binging boxsets, particularly later in the quarter during lockdown.
Video on demand views during the nation’s first two weeks of lockdown increased by 37% year on year, and by 30% among Channel 4’s key demographic of 16-34 year olds.
According to Prolific North, the BBC said that its iPlayer service enjoyed a record day last month as it unveiled a raft of new releases.
It said that on Monday March 23rd, the day of Boris Johnson’s lockdown broadcast, drove 20.4 million requests to stream programmes on the service, the first time over 20m programmes had been requested in a day.
And last Monday, April 13th, the return of Killing Eve and conclusion of The Nest saw the iPlayer chalk up 20.2m requests, its second highest ever.
Our Sales Director Darren thinks there are three main reasons that video on demand is on the increase:
1) The coronavirus lockdown has led to a massive increase in streamed content consumption full stop.
We are in an age of ‘binge watching’ anyway and the stay at home lifestyle we are currently forced into only amplifies this.
2) Content on All4 is consistently getting better.
Big shows such as Celeb Bakeoff and Friday Night Dinner – along with their accompanying ad campaigns – have drawn an increased audience. Factor this in with the presence of a LOT of box sets and its a perfect storm for streaming!
3) Streaming in general is on the increase.
People increasingly want their own programming schedule, rather than have it dictated to them by their TV. Remember when your TV told you to watch Eastenders at 7.30pm every day and if you missed it, then you haven’t a clue what’s going on the next day!
All of these factors play into the increase.
Advertisers have real opportunity here to speak with an engaged, captive audience. The days of expensive TV advertising are in the past. The budget access point for highly targeted TV advertising, such as All4, ITV Player and Sky Adsmart is lower than most people realise. There is nothing that builds trust in brands quite like TV. Now is the time to take advantage. Contact us today to discuss your TV marketing strategy.