Gartner Research

Market Trends: Five Trends in Consumer Video-on-Demand Apps That Are Critical to Growth

Published: 14 February 2017

ID: G00309892

Analyst(s): Derek O'Donnell


VOD services are mainstream in most developed markets, and growth depends on new customers from lower income, trailing adopter consumer segments. Instead of lower prices, technology product management leaders at VOD operators should improve content differentiation, targeting and discovery.

Table Of Contents


Market Trend

  • VOD Provides Complementary Video Content to Pay TV
    • Lagging Consumer Segments Must Drive Penetration in Leading Markets
    • S-VOD Prices Need to Remain Low
    • Consumers Are Taking Multiple S-VOD Services
    • Content Discovery Fatigue Must Be Addressed to Drive Multiple S-VOD Adoption
    • Transactional VOD Will Remain the Preferred Distribution Mechanism for Premium Movies

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