Consumers will pay for online video content according to a new study conducted by Accenture, which reveals that more than two-thirds of those surveyed are willing to pay a subscription fee to watch video over the Internet, while 43 percent are already paying for some of their content. Accenture’s "Video-Over-Internet Consumer Survey 2012" also found that nearly half of the respondents (49 percent) are willing to pay $5 - $10 per month, 10 percent would be open to paying more than $10 per month to access content, and the remaining 41 percent would consider paying less than $5. The caveats, says Accenture, are that the content must be of high quality and commercial advertising must be minimal.
This type of consumer behavior coupled with the growing expectation that content can be viewed across multiple devices and the subsequent rise in multi-screen consumption rates (Nielsen reports that mobile video viewing more than tripled between Q3 2008 and Q3 2011) is driving what Brightcove is calling the “third wave of online video transformation.” Consumers are at the point where they are willing to pay for good, quality online video content, while content owners are adopting paid business models that are based on blended monetizations strategies.
It’s with this confluence of consumer trends, technology, and business models in mind that Brightcove introduced our Video Paywall Solution Framework at NAB this week. The premise behind the solution is to accelerate the introduction of paid video content services for media publishers, giving them the ability to reach consumers across any device with live and on-demand content with a compelling offering that they are indeed willing to pay for.
Brightcove has produced a free whitepaper, “The Transformation of TV,” and related video that take a deeper look at this third wave of online video transformation. You can also learn more about the Brightcove Video Paywall Solution Framework on the new Media Solutions section of our website.