Having both Buy and Rent options is optimal: The decision to buy or rent most often comes down to the number of times the video will be viewed. And interestingly, millennial males say they prefer to buy, rather than rent content. the majority of respondents still purchase Accessibility of content is key: online video content on their desktop, they are consuming the content everywhere and view it as important to have content accessible across all screens. And for owners of connected TV devices, these platforms are the preferred way to view online content. Niche content is worth a premium: More than half of respondents are willing to pay for niche video content that is tailored to their specific interests, and existing Vimeo users segmented within the study are more likely to pay for action sports, fashion, gaming, travel and art than the typical online viewer. Ad-free viewing is also worth a premium: Three-quarters of consumers would be willing to pay for an ad-free viewing experience, though the price of that experience remains the core driver of that decision. Viewers will pay more to support creators directly: Nearly half of the respondents would rather pay for online video on a site that gives a larger share of the revenue to the creator, director or filmmaker, and this skews even higher (71%) for the average Vimeo user. Word of Mouth is still key, but curation is increasingly important for content discovery: 65% of those surveyed discover new content through friends and family, but 42% are more willing to purchase content that’s been recommended by a platform; 70% of Vimeo users surveyed were more likely to pay if something’s been recommended by the site. About the Study Vimeo’s Video Viewing and Purchasing” research study was conducted in “Online conjunction with Latitude and surveyed a national sample of 1,000 Americans. The research was conducted using qualitative and quantitative analysis. Respondents were recruited through a national panel, balanced 50:50 between male and female, and split evenly across 18-34 and 35-54 age groups. All recruits watch online video (five or more minutes in length) at a minimum of 2-3 times per week, and at least 15% use Vimeo monthly or more frequently. About Latitude Latitude is an international research consultancy helping clients create engaging and inspiring content, software and technology experiences. Combining innovative techniques, proprietary in-video feedback software (Lumière) and strategic insight, Latitude provides knowledge, expertise and visible opportunities for companies leading the way in video, mobile and social innovation.
Having both Buy and Rent options is optimal: The decision to buy or rent most often comes down to the number of times the video will be viewed. And interestingly, millennial males say they prefer to buy, rather than rent content. Accessibility of content is key: the majority of respondents still purchase online video content on their desktop, they are consuming the content everywhere and view it as important to have content accessible across all screens. And for owners of connected TV devices, these platforms are the preferred way to view online content. Niche content is worth a premium: More than half of respondents are willing to pay for niche video content that is tailored to their specific interests, and existing Vimeo users segmented within the study are more likely to pay for action sports, fashion, gaming, travel and art than the typical online viewer. Ad-free viewing is also worth a premium: Three-quarters of consumers would be willing to pay for an ad-free viewing experience, though the price of that experience remains the core driver of that decision. Viewers will pay more to support creators directly: Nearly half of the respondents would rather pay for online video on a site that gives a larger share of the revenue to the creator, director or filmmaker, and this skews even higher (71%) for the average Vimeo user. Word of Mouth is still key, but curation is increasingly important for content discovery: 65% of those surveyed discover new content through friends and family, but 42% are more willing to purchase content that’s been recommended by a platform; 70% of Vimeo users surveyed were more likely to pay if something’s been recommended by the site. About the Study Vimeo’s “Online Video Viewing and Purchasing” research study was conducted in conjunction with Latitude and surveyed a national sample of 1,000 Americans. The research was conducted using qualitative and quantitative analysis. Respondents were recruited through a national panel, balanced 50:50 between male and female, and split evenly across 18-34 and 35-54 age groups. All recruits watch online video (five or more minutes in length) at a minimum of 2-3 times per week, and at least 15% use Vimeo monthly or more frequently. About Latitude Latitude is an international research consultancy helping clients create engaging and inspiring content, software and technology experiences. Combining innovative techniques, proprietary in-video feedback software (Lumière) and strategic insight, Latitude provides knowledge, expertise and visible opportunities for companies leading the way in video, mobile and social innovation.
09022015-vod_study.docx