Invoke Shares New Research: Streaming Content Provides Freedom--but Consumers Struggle to 'Rein it in.'

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New research findings uncover the whys behind current shifts in video consumption behaviors: Who are today's content curators, and who do viewers trust to bring them the content they want to watch?

Invoke, the industry pioneer in conducting live, large-scale online research, announces new data gathered by its Media & Entertainment practice. These new findings uncover the whys behind current shifts in video consumption behaviors: Who are today’s content curators? And who do viewers trust to bring them the content they want to watch?

The team discovered that viewers, 87% of the sample, want access to everything and are eager to take control of curating a personalized “line-up.” Streaming has provided an avenue for this demand, especially for Millennials who have grown up in a world of on-demand everything—from shows to music to literature. Despite having a variety of content on hand, Invoke researchers learned that volume doesn’t always guarantee a satisfied viewer, with 48% of the session’s participants expressing frustration over not being able to find anything to watch.

Thanks to streaming, binging on entire seasons is also a common habit among the sample, and it has even changed the nature of content trial. Roughly 1 in 3 viewers will hold back for a few episodes to see how it plays out before sampling. This is even truer among Millennials, where nearly half will wait a few episodes before giving a new series a try. A male Millennial participant stated, “It’s not uncommon for new shows to have a solid premise for one episode and then fall apart when the writers have to think of more. There are exceptions, but I generally jump in when the word is a series is consistently good.”

Cable and satellite providers can rest easy for now as most viewers see OTT options as a supplement and not a replacement for the traditional programming platforms. Increased choice and ease of subscription has made changing providers and bulking up on content easier than ever before, but beware—9 in 10 viewers don’t like paying for channels they don’t watch—and the options to change are endless.

Contact Invoke for a full report of the research. All requests may be sent to the marketing team.

About Invoke Solutions

Invoke is a recognized leader in online market research and customer intelligence technology for Fortune 500 companies. Its patented software is considered the pioneer in real-time, large-scale qualitative and quantitative market research.

Contacts

Basil Bennett, President & CEO 781.810.2704
Kathy Alexander, Vice President, Media & Entertainment 781.810.2713

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Laura Sandino
Invoke
+1 (716) 204-0464 Ext: 213
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