Surveying 14,000 consumers in 13 countries, Accenture has found that people are watching more content on a greater number of platforms than they were a year ago, and are more willing to pay for programming via subscription services.
The results of Accenture’s second annual Global Broadcast Consumer Survey point to the increasing fragmentation of the traditional viewing experience. Accenture reveals that 40 percent of respondents watch six or more channels, up from 35 percent last year, and 39 percent watch eight or more programs a week, up from 33 percent last year. Plus, 74 percent indicated they would watch TV on a PC, versus just 61 percent last year, and 45 percent said they would watch on mobile devices, up from 32 percent last year.
Accenture also founded a notable difference in consumption between developed and maturing markets. For example, respondents in Mexico, Brazil and Malaysia were nearly three times as likely as those in the U.S., Germany and the U.K., to express interest in watching television content on mobile phones.
In spite of the recession, consumers are willing to pay for content; 49 percent of respondents indicated a willingness to pay for digital service programming, up from 37 percent in last year’s survey. However, 40 percent said they would prefer to watch ads in exchange for free content.