Newest report Discovery Networks’ maturation Polish audience “ was developed in collaboration with research agency Millward Brown. The quantitative study was conducted in January 2014 on a group of 1000 people online (CAWI). It was supplemented by qualitative research on people who every day make use of a larger number of screens. On this basis, has managed to emerge a few interesting trends in the field of TV reception.
This is an extremely exciting time for the TV market. Viewers now enjoy greater freedom, consume video content on multiple screens, comment on them in social media. The study showed that enthusiasts watch what they want, where and when they want, much more often than the average Pole, and builds on the maximum potential of new technologies – notes Olgierd Dobrzyński, Country Manager Central Europe, Discovery Networks CEEMEA
Multiple screens, multiple
Polish family is pretty well stocked with a variety of devices allowing the use of video content from a variety of sources. 92% of households respondents have available at least one laptop, and 84% admit to having a smartphone. What’s more, in more than half of Polish homes appeared tablet, and 37% of households provided with a Smart TV. Many respondents expressed a desire to make up for the holding of the next device. At the top of the list of dreams appear tablet (19%), game consoles (16%) and a TV with internet access (13%).
group of enthusiasts access to television content through new technology is impressive. At least three times a week for at least three screens – so obtains access to television programs until 17% of respondents. Every fourth household is equipped with a TV enthusiast virtually all devices available on the market.
Genre is the key
This species program determines how its viewing. Videos are more likely than other species follow on VOD (65% of respondents), series for free on sites broadcasters (50%), sports and live news on the Internet (48% and 54%). While watching documentaries primarily in the traditional way (up 82%). Interestingly, 60% of respondents recorded documentaries – is yet another sign of how valuable the species is a document viewer.
Universality and attractiveness, which is a perfect balance
Traditional TV is still the easiest and most popular way to watch – more than 70% of the audience still appreciates the ease of the solution and thus access to the content selected is still the most popular. New opportunities offered by technology, are rated as immense attractive because of the flexibility and wide range of access programs. Best meet the needs of consumers recorder and free applications.
More of the document, please!
The multiplicity and diversity of the current offers VOD causes almost half of the respondents feel satisfied with its scope. However, over 40% of respondents still feel hungry – needs to broaden the scope of offered content. At the top of the list of their needs appears document (55% of respondents). It was not until the next in sequence – movies (44%) and loud series abroad (40%).
If you pay, it is only for the high quality
Qualitative research showed that viewers Platforms “on demand” are willing to pay a fee for access to high-quality programs only to watch on the big screen TV. Confirmed that the issuing advertisements in video material is acceptable equivalent pay fees for watching the program, but there is no acceptance of advertising blocks longer than about 2-3 minutes.
The viewer communities pink
Social media is the source from which we draw information willingly television programs – as much as 30% of respondents watch programs Referrals to them by friends on Facebook. Sami also like to share your experiences – 15% of respondents discussing social media program during his watch, and every fourth person recommended program through them. However, the most popular spectator is part of the title into a search engine (46% of respondents).
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