Video on Demand Attitudes & Opportunities
A consumer study by:
E-Poll Market Research
January 2006
TABLE OF CONTENTS
INTRODUCTION ...... 3
METHODOLOGY...... 4
EXECUTIVE SUMMARY...... 5
DETAILED FINDINGS...... 7
VOD Consumer Segments...... 7
Awareness and Interest ...... 8
Future Intent and Pricing ...... 17
VOD Usage...... 23
User Experience ...... 32
Usage of Entertainment-Related Services...... 37
TV Viewing Habits ...... 47
Cable Service...... 49
CONCLUSIONS ...... 51
ABOUT E-POLL® MARKET RESEARCH...... 53
2 INTRODUCTION As 2006 unfolds, the promise of VOD as the next big thing in media consumption seems to still be just that, a promise. Networks are cautiously beginning to test the VOD waters with some of their Prime Time programs. However, key stakeholders, including the networks, their affiliates, advertisers, media buyers, and cable operators naturally want to ensure VOD serves their needs before making a financial or strategic commitment.
In addition to serving these stakeholders, we need to look at the most salient factor in the success of VOD, the viewer. Consumers have numerous choices for the delivery of movies, TV programs and special event programming. Currently, many view VOD as a “last resort” when choosing their television for entertainment.
The purpose of this E-Poll survey is to address the critical issues for VOD’s success from the consumers’ perspective. To support the promise of VOD, we address the following questions: What do viewers want to watch on VOD? Which pricing model is preferred by viewers? How can advertising be effectively integrated into VOD? How do non-users perceive VOD? What VOD features are most appealing? How VOD can be more competitive with the DVR?
This study is essential for advertisers, cable operators, content providers and other key stakeholders looking to:
Bring VOD more top of mind with current users
Identify a revenue model and long term strategy to fuel the growth of VOD
3 METHODOLOGY A random sample of 2,109 consumers with cable TV service was recruited from E-Poll’s nationally representative panel and asked about their awareness, perceptions and usage of VOD.
The respondents naturally segmented themselves into four groups: 1. Don't have VOD but are aware 2. Have VOD but never used 3. Have VOD and have used it but don’t currently 4. Currently use VOD
They were screened for gender (about half men and half women) and age (13-49 years).
The survey was conducted October 2005 with a follow up survey conducted December 2005.
A sample size of 2109 yields a margin of error of +-2.4% at a 95% level of confidence. Subsample data are more sensitive to sampling error.
4 EXECUTIVE SUMMARY Current Status of On Demand Video on Demand is still in the early stages of development. The technology continues to evolve and service offerings are expanding. While awareness of the service is high (91%), non-user familiarity and interest are low. Usage is also low (20% of those surveyed), and those who do use VOD have not significantly increased their usage of the service since initial trial.
The VOD service is primarily used to watch movies at a convenient time. Its other primary use is as a last resort when there is nothing else on TV. It is simply not viewed as the go-to source for TV or other types of entertainment. When consumers first turn on their TV sets, VOD is not a first stop for current VOD users, nor would it be for non-users if they had access. Contrast this with the interactive program guide (IPG), which has become a must-have for many consumers. More respondents mention the IPG than all other options as the first place they go when they turn on their TV set. In addition, although VOD is seen primarily as a vehicle for movies, VOD users perceive the selection of movies and programs as limited.
Current VOD Customers Current VOD customers are relatively satisfied with the service. However, those who also own a DVR are significantly more likely to prefer their DVR. This is primarily due to content availability and convenience. With a DVR, respondents can record their favorite TV programs and watch them at any time. VOD is perceived as less flexible than using a DVR. This limited flexibility stems from having to choose from a narrow list of programming options, combined with a limited amount of time to view the programs.
Although current VOD customers engage in other types of entertainment about as often as non-users, their purchase/rental of DVD and VHS movies has decreased since they obtained their VOD service. In addition, they are significantly more likely than non-users to subscribe to premium movie channels. However, current VOD users are most likely “early adopters” so their opinions may differ from those of future VOD users as the service diffuses through the general population.
Target Market The key target demographic for VOD appears to be young males. However, while this segment expresses higher awareness of and interest in VOD offerings, the older male and female portions of the audience, while not the strongest segments today, may offer a more stable growth opportunity due to the unpredictable nature of the young male segment.
Consumers without access to VOD are more interested than the other non-user groups in the various features and benefits of VOD. However, not having digital cable is a major drawback for them, and they are not willing to pay extra for this service.
VOD Features and Pricing The most popular types of potential programming for VOD are recent release movies and this season’s Prime Time TV programs. When these options are incorporated into the On Demand service, the appeal of the service will most likely increase.
The VOD feature that elicits the greatest level of interest is free programming. Two-thirds of the respondents (87% of the current users) are very interested in this feature, and more current users have taken advantage of free programming than any other VOD offering. The major objection to VOD among non-users is the perceived cost. Most non-users think the cost is very high (almost $5.00 per program or a $22 per month incremental average cost), but in reality, many VOD programs are free. This perception of cost presents a significant hurdle for VOD content providers and operators to overcome.
5
In the study, consumers were presented with three theoretical “pricing” options: (1) a per-item fee ($.99 or $1.99), (2) a monthly fee ($10 or $15) or (3) free programs, but with advertising preceding the programs. They were asked to select their preferred option. In all variations, the free program preceded by advertising was by far the most popular option. Consumers would be willing to accept advertising in exchange for access to free programs. In addition, having access to the program for 3-7 days, rather than 24 hours had a favorable impact on appeal.
These findings support one potential future scenario for Video On Demand that might be profitable and meet the needs of consumers. It would: • Be promoted as free of per-program and monthly fees • Include advertising prior to the programs* • Offer a large selection of new release movies, last season movies, current Prime Time TV, last season Prime Time TV • Allow access to the programs for 3-7 days • Have VCR-like functions (fast forward, rewind, pause) • Possible download capability to DVR • Easy-to-use screens • Improved program/genre search functions • Include an IPG which would include current season programs as well as VOD offerings
*Additional research should be conducted to determine the number and length of ads which consumers will tolerate.
6 VOD Consumer Segments
DETAILED FINDINGS
VOD Consumer Segments
Usage of the VOD Service Among the respondents in this survey, 3 in 10 are current VOD users. The largest segment is comprised of those who have access to VOD but have never used the service—close to 4 in 10. Due to the size of this segment, and the lack of barriers to access, this group represents a key target for VOD promotional efforts. Two in 10 say they do not have access. A small but significant proportion (14%) has tried VOD but does not currently use it.
VOD Consumer Segments Q: Which of the following statements best describes your experience with Video On Demand (VOD)? (Percentage of total respondents) 38%
29%
19%
14%
Have access to VOD, Current VOD user Don't have access to Have access, have never used VOD used, not currently
7 Awareness and Interest
Awareness and Interest
Awareness of VOD Awareness of VOD is very high—nine in ten have heard of it. As would be expected, those who do not currently have access to VOD are least likely to have heard of it. The other segments exhibit high awareness.
VOD Awareness Q: Have you heard of Video on Demand or VOD? (Percentage of total respondents)
99% 96% 91% 91%
74%
26%
9% 9% 4% 1%
Total Don't Have Have Access/ Have Used/ Current User Access Ne ve r Us e Don't Currently
Yes No
8 Awareness and Interest
Familiarity with VOD However, levels of familiarity are currently low. Only one-third of the respondents are very familiar with VOD and just over 1 in 10 of those who have no access or have never used VOD are very familiar with it. Even some of those who characterize themselves as current VOD users (one-fourth) are not very familiar with the service.
VOD Familiarity Q: How familiar are you with Video On Demand (VOD)? (Percentage of total respondents)
14% 12%
36% 36%
32% Very fam iliar 42% Somewhat familiar 76% Slightly familiar 34% Not at all familiar 44% 42% 36% 24% 20% 18% 12% 6% 10% 4% 2% 0% Total Don't Have Have Access/ Have Used/ Don't Current User Access Never Use Currently
9 Awareness and Interest
Males, young adults (25-29) and teenagers (13-17) are more familiar with VOD than are other segments.
VOD Familiarity Q: How familiar are you with Video On Demand (VOD)? (Percentage of total respondents)
Very familiar 33% 30% 39% 34% 39% 35% 41% 45% Somewhat familiar
33% 30% 34% 37% Slightly familiar 35% 29% 35% 33%
Not at all familiar 27% 19% 28% 29% 24% 21% 17% 21% 5% 7% 11% 5% 5% 5% 7% 7%
Male Female 13-17 18 -24 25-29 30-34 35-39 40-49
10 Awareness and Interest
Initial Sources of Awareness While VOD has been promoted through various media outlets, television commercials have been the most successful in getting the word out to non-VOD users.
Current users mention several sources of information with about equal frequency, including television, insertions in a cable bill and interactive TV Guide channel. Curiously, they cite TV commercials less often than all other segments.
Initial Sources of Awareness Q: How did you first hear about Video On Demand (VOD)?(Please check all that apply.) (Percentage of total respondents)
55%
Television 47% 48% Commercial 46%
Insert in cable bill 38% 35% 34%35% 30% 29% 28%27% Interactive TV guide 25% channel 22% 19% 17% Word-of-mouth from a 15% 15% 15% 14% 13% 13% friend/acquaintance 11% 8% 9% Family member
Total Don't Have Access Have Access/ Never Have Used/ Don't Current User Use Currently
11 Awareness and Interest
Members of the younger segments are more likely than are those in the older groups to mention TV as an initial promotional source. Not surprisingly, older respondents who are more likely to pay bills, mention cable bill insert more often than the younger ones.
Initial Sources of Awareness Q: How did you first hear about Video On Demand (VOD)?(Please check all that apply.) (Percentage of total respondents)
Male Female 13-17 18 -24 25-29 30-34 35-39 40-49 13-24 25-49
Television Commercial 47% 47% 65% 57% 48% 42% 42% 44% 58% 44% Insert in cable bill 26% 29% 13% 13% 27% 26% 30% 42% 13% 32% Interactive TV guide channel 30% 24% 32% 27% 29% 28% 24% 26% 28% 27% Word-of-mouth from a friend/acquaintance 18% 16% 23% 22% 20% 17% 14% 13% 22% 16% Family member 9% 12% 12% 13% 14% 9% 10% 9% 13% 10% Radio Commercial 5% 3% 7% 4% 3% 5% 5% 4% 5% 4% Newspaper/Magazine Article 5% 3% 2% 3% 4% 4% 5% 3% 3% 4% Newspaper/Magazine Ad 5% 2% 8% 4% 4% 3% 3% 3% 4% 3% Other mail 3% 2% 1% 2% 4% 2% 2% 3% 2% 3% Other 8% 6% 7% 9% 5% 8% 8% 5% 9% 6%
12 Awareness and Interest
Interest in Using VOD Top box interest in VOD is weak among non-users possibly because it is a relatively new technology that needs to be (a) further developed to meet the needs of consumers and (b) properly promoted to focus on its key benefits. Those who have access to but have never used VOD demonstrate the lowest level of interest (9% very interested). Two-thirds of current VOD users are very interested and almost all the remainder is somewhat interested.
Interest in VOD Q: Overall, how interested are you in using Video On Demand (VOD), a service that allows you to order movies, programs or specials instantly? (Percentage of total respondents)
9% 14% 20% 29% Very interested
34% Somewhat 66% interested 38% 49% Neither interested 36% nor uninterested 27% Somewhat uninterested 20% 18% 21% Very uninterested 17% 29% 12% 11% 12% 13% 7% 9% 4% 3% 0%1% Total Don't Have Access Have Access/ Have Used/ Don't Current User Never Use Currently
13 Awareness and Interest
The young adults (25-29) may offer the greatest short-term potential; they show somewhat greater interest in VOD than the other age segments.
Interest in VOD Q: Overall, how interested are you in using Video On Demand (VOD), a service that allows you to order movies, programs or specials instantly? (Percentage of total respondents)
Very interested 24% 23% 28% 29% 27% 30% 28% 38% Somewhat interested
Neither interested nor 38% uninterested 42% 37% 34% 37% 35% 36% 32% Somewhat uninterested
20% 21% Very uninterested 16% 20% 12% 18% 14% 18% 11% 11% 10% 12% 9% 9% 12% 11% 11% 8% 6% 6% 7% 7% 7% 7%
Male Female 13-17 18 -24 25-29 30-34 35-39 40-49
14 Awareness and Interest
Interest in Features of VOD The most popular feature of VOD is free programming: Two-thirds of the respondents are very interested in it. There are other VOD features that exhibit potential if they are: 1. Further developed to meet consumers’ needs and 2. Effectively communicated in promotional messages.
These features are: • The ability to start watching a movie or program whenever you want • The convenience of being able to watch programs when you want • A large selection of movies (the current perception is that VOD movie selection is limited) • VCR-Like functions (stop, pause, rewind, fast-forward) • Ability to search for a movie by type or title • A large selection of television programs (this is a popular feature of the DVR, but the perception is that VOD does not provide a wide selection of TV programs)
In comparison with the other two nonuser groups, consumers who do not have access to VOD express the strongest interest in all features, indicating they might be enticed to obtain the service if these features were effectively promoted and barriers overcome. Current VOD users, not surprisingly, express strongest interest in all the features. Interest in VOD Features Q: How interested are you in watching each of the following types of entertainment? (Percentage of total respondents)
Have Have Don't Access/ Used/ Current Total Have Never Don't User Access Use Currently Watching a program through VOD that is free 69% 72% 56% 60% 87% Ability to start watching a movie or program whenever you want 54% 57% 35% 43% 81% The convenience of being able to watch programs when you want 53% 59% 32% 42% 80% A large selection of movies 51% 55% 31% 43% 77% VCR-Like functions (stop, pause, rewind, fast-forward) 50% 52% 33% 37% 76% Ability to search for a movie by type or title 43% 45% 26% 36% 66% A large selection of television programs 41% 44% 24% 31% 64% A Subscription On Demand service offered by a premium cable channel 30% 30% 13% 24% 54% A large amount of programming available for children 23% 25% 12% 14% 40% A subscription where you pay a monthly fee and watch as many programs as you wanted 23% 27% 13% 20% 34% Availability of older Classic movies 22% 23% 13% 13% 36% Ordering a program, movie, sports or special event through VOD which is paid for individually 21% 22% 10% 12% 38%
15 Awareness and Interest
Interest in Types of Programming Respondents are most interested in recently released movies and this season’s Prime Time TV shows, followed by popular non-new release movies and episodes from this season’s premium channels’ offerings.
Programming Interest Q: How interested are you in watching each of the following types of entertainment? (Percentage of total respondents)
55%
41%
35% 32% 28% 27%
20% 19% 19% 17% 13% 11% 11% 10% 9%
s s s w m nts a e s es ow ho r sts es s nt i m sh og s el els r vi n art ga g p o hows eve o n nn s ar ic TV shows how m s r V ul de oki 's sport ev cha T port vi V de s co T l m m chan Publ on u u s to/ e ime n' - mprovement s Recent moviesim ar o T by pop i seas l emi eased ow f T r ts el e me premi rel Recent currentH events opu p i s seaso S Recent awardsast im P s r cer y L r P is P on' son' h on s a T Newl on' seas ent c ast se ec season'sl R seas This st La This
odes from s Epi
16 Interest and Pricing
Future Intent and Pricing
Likelihood of VOD Usage Consumers without access to VOD were asked their likelihood of using the service if it were available to them. One-fourth is very likely to obtain it and another 4 in 10 are somewhat likely. Two in ten would be unlikely to use the service.
Likelihood of Usage Q: If Video On Demand (VOD) were available, how likely would you be to use it? (Non VOD users)
38%
28%
14% 11% 10%
Very likely Somewhat likely Neither likely nor Somewhat Very unlikely unlikely unlikely
17 Interest and Pricing
Likelihood of Obtaining Digital Cable to Obtain VOD For those without digital cable, upgrading to this service is a significant barrier. When asked if they would subscribe to digital cable in order to get VOD, only 3% is very likely to do so more than half (55%) are unlikely.
Likelihood of Obtaining Digital Cable Q: How likely are you to get digital cable? (Non digital cable subscribers)
38%
22% 18% 17%
3%
Very unlikely Somewhat Neither Somewhat Very likely unlikely likely nor likely unlikely
18 Interest and Pricing
Reasons for Lack of Usage of VOD Respondents with access to VOD who have either never used it or tried but do not currently use it were asked their reasons.
Their unaided responses reveal the following reasons for lack of interest in VOD:
• Perceived cost • No need for the service due to availability of alternative services—primarily various rental options (Blockbuster and Netflix). • Don’t watch a lot of movies/TV (VOD is currently primarily perceived as a delivery mechanism for movies)
When asked to choose from a list of reasons that might explain their lack of VOD usage, these non-users cite perceived costs—more than half say extra fees are a major deterrent and a third say VOD is too expensive.
Reasons for Lack of VOD Usage Q: Please indicate how strongly you agree or disagree with each of the following statements about how you use Video On Demand (VOD)? (Non users with VOD access)
55% Don't want extra fees 54%
It's too expensive 49%
Just not in the habit of using Video On Demand Already have enough programming choices 36% Can get same programs/movies 34% 33% free if I wait a few months 32% 31% Don't watch much TV 29% 29% 27%
I watch too much TV as it is 24% 22% 21% 22% Can't find anything I want to 18% 18% watch through VOD 17% 16%16% 16% Not sure how to use Video On 14% 13% 13% Demand 12% 10% 10% Not enough movies or programs 9% 9% 9% 8% available through VOD 6% 6% 5% Not sure of benefits of Video On 3% Demand 2% Other Total Have Access/ Never Use Have Used/ Don't Currently
19 Interest and Pricing
Perceived Pricing Structure of VOD Respondents were asked to select what they believe is the pricing structure for VOD from the following options: • Some programs are free, some have a per-item fee • All have a per-item fee • Monthly fee • Both per-item and monthly • No per-item or monthly fee
The most common perceived pricing structure is: “Some programs are free and some incur a per-item fee” (40% of the total, 66% of those who have VOD). Non- users tend to select all per-item and monthly combinations.
Perceived Pricing Q: Based on everything you have heard or know about VOD, Video on Demand, what is the cost of VOD? (Please choose one.) (Percentage of total respondents)
Some programs are free 66% and some programs have a per-item fee
You pay a per-item fee for 50% each movie/program
40% You pay a monthly fee for the VOD service, then all 31% programs are free 29% 26% 24% 24% You pay a monthly fee for 22% the VOD service, then you 18% 17% pay a per-item fee for 16% 16%15% 14% some of the programs 13% 11% 11% 9% 8% 9% 9% All programs and movies 8% 7%7% are free
Total Don't have access Have Have used/Don't Current user access/Never currently used
20 Interest and Pricing
Perceived Per-Item and Monthly Cost of VOD For those who believe that VOD programs have a per-item fee, the average perceived cost of VOD is $4.70 per program. For those who believe that VOD has a monthly fee, the average perceived monthly fee is $22 (Respondents who said VOD has a monthly fee were asked what they think that that monthly fee is. However, it is possible that this average $22 figure also includes the perceived cost of upgrading the cable service.)
Preferred VOD Pricing/Advertising Options Respondents were presented with sets of three types of pricing options and asked to choose their favorite: 1. Per item fee o $.99 o $1.99 2. Monthly fee o $10 o $15 3. Advertising prior to the program o One 60 second ad o One 60 second ad for a product they would be interested in o Two 60 second ads o Two 60 second ads for a product they would be interested in
In addition, each pricing option was presented with a different duration for program availability: o 24 hours o 3 days o 1 week
In all combinations of options, the preferred one is: o No per item fee o No monthly fee o Advertising prior to the start of the program
This option is selected by about 70% to 85% of the respondents. The per-item and monthly fee options are each generally selected by about 10%. The only circumstance in which the popularity of the advertising option drops below the 70% level is when the program is only available for 24 hours. The preferable duration of program availability is one week, but 3 days seems acceptable.
21 Interest and Pricing
Preferred VOD Pricing/Advertising Options Q: Below are three options for this service. Please choose your favorite version of this service. Select one only. (Percentage of total respondents)
Per Item Fee Monthly Fee Advertising Prior to Start of Program $.99/24 hrs 10% $10/3 days 7% One 60 second ad for product interested in 83% $.99/3 days 10% $10/24 hrs 6% Two 60 second ads 83% $.99/1 week 20% $15/24 hrs 6% Two 60 second ads for product interested in 74% $.99/24 hrs 11% $15/3 days 6% Two 60 second ads for product interested in 84% $.99/3 days 16% $10/1 week 16% One 60 second ad 68% $.99/1 week 22% $10/3 days 11% Two 60 second ads for product interested in 67% $1.99/24 hrs 8% $15/1 week 12% Two 60 second ads 79% $1.99/3 days 11% $10/1 week 18% Two 60 second ads 72% $1.99/1 week 14% $15/3 days 9% One 60 second ad for product interested in 77% $1.99/24 hrs 9% $15/1 week 10% One 60 second ad 81% $1.99/3 days 9% $15/24 hrs 5% One 60 second ad 86% $1.99/1 week 9% $10/24 hrs 9% One 60 second ad for product interested in 81%
22 VOD Usage
VOD Usage
When Viewers Turn on their TV Sets When respondents first turn on their TV’s, the most common action taken is going to an IPG, or on-screen TV guide (32%). This is particularly true for VOD users (41%). Other initial actions mentioned by 14%-18% include: • Going directly to a particular broadcast/cable program • Scrolling through several favorite broadcast/cable channels • Going directly to one favorite broadcast/cable channel
Initial Actions Taken when Turn on TV Q: When you turn on your television set to watch TV, which one of the following things do you usually do first? (Please select one.) (Percentage of total respondents) 32%
18% 16% 14% 10%
5% 2% 1% 0% 0% 0% 0% 0% 0% r e l h D n e t s l e R V e n O l e m V n l s R e n D re a ls e l V n n a D a c h e e n e D n a g f s c id V n n n a h o o h u T n a n n h c e n tc s d t a h a o c d g n g s c h t m i io a in a V a h c s D v t W t c c e li iu c is m T d e it y H le e L e n a it r n d o m o s D e o r o a e t re s s e r o v m d n e m n r b v fa r o p o it ra c r a h o G a c r O f r g c o g r -S o u u e o a v o a n e h o -r t r l l g y ro e o y a /P u O b u h r la F ic a o to t p G o ie rt n c r ll P t v a th ly o o a n l t ro o p to o l c c G M o e G a o w r ir S D o G o c d O t h S V o s o G o G o t t y tl o c G e ir d o G
23 VOD Usage
Preferred Possible Actions when Turn on TV Respondents were then asked to select the actions they would take first if they had all the options available to them (including VOD, DVR, etc.). They could select as many as desired. Even with all options available to them, the pattern of results is the same. The most common behaviors are:
• Going to an IPG • Going directly to a particular broadcast/cable program • Going to a favorite broadcast/cable channel • Scrolling through several favorite broadcast/cable channels • Scrolling through many channels (not just favorites)
The VOD alternatives are not among those initial actions that respondents would take, although this may be due to lack of familiarity with its benefits.
Preferred Possible Actions when Turn on TV Q: If you had all of the options listed below available to you, which of the following actions would you most likely want to take when you first turn on your TV? (Please select as many as apply.) (Percentage of total respondents)
38% 36%
29% 29% 23% 19% 16% 15% 12% 11% 11% 11% 5% 2%
s r e s el w l e V l e ied ow l el n ho e m DR sl ee th u h nn n an s s VD nn r nr nne O g s ha n h d D ga nne sc a V r c ha c e a ha o you a h T a e c y rd h c de f ch gs c n cul it e n o tc i o n d e ti or it a a ium v n ti an re r v or m rec W le o HD is c pa fa v h e- em o ti to L m -S fa g r r ns ec o De n a r ou p p o s G am n O to our r of a c s r O n y y ou th o a e r a tl to y l t it og la o c y of ol VR o lay or /Pr u t re tl t r D G P v ie ic o di ec se Sc ur Fa rt G o ir o e ov a G d fic y h M p o ci t d a G e t on to an to sp lis o m o a G G a De gh to n u o O ro G o th de l Vi rol to Sc o G
24 VOD Usage
Frequency of VOD Use Among current VOD users, there seems to be a core of frequent users: 4 in 10 use VOD at least 3-4 times per week. On the other hand, a substantial proportion (32%) of those who characterize themselves as “current users,” actually use it relatively infrequently (less often than once a week).
Frequency of Use Q: On average, how often do you use Video On Demand (VOD)? (Percentage of VOD Users)
26%
21% 20%
11% 10% 11%
1%
Every day 5 to 6 times a 3 to 4 times a 1 to 2 times a Less than once a Less than once a Never week week week week month
The 25-29 year olds seem to be a key segment; they are most likely to use VOD five times a week or more.
25 VOD Usage
Initial Usage of VOD Most current users initially tried VOD less than two years ago. One-fourth of current users started less than 6 months ago. This is not surprising given the growing availability of the technology.
Initial Usage Q: When did you first start using Video On Demand (VOD)? (Percentage of VOD Users)
32% 29% 27%
12%
Less than 6 months ago 6 mo-1 year ago 1-2 years ago 2 or more years ago
26 VOD Usage
VOD Usage Trend Only about one-fourth report currently using VOD a lot more now compared to when they first started. Importantly, there is little evidence that usage of VOD has decreased, with the majority using it about the same or a little more often.
Usage Trend Q: Since you first started using Video On Demand (VOD), has your use of Video On Demand (VOD)… (Percentage of VOD Users)
35% 31% 27%
5% 1%
Increased a lot Increased a little Has neither Decreased a little Decreased a lot increased nor decreased
27 VOD Usage
As noted above, about one-fourth of VOD users say their usage has increased a lot. The key 25-59 year old segment is most likely to indicate increased usage.
Usage Trend Q: Since you first started using Video On Demand (VOD), has your use of Video On Demand (VOD)… (Percentage of VOD Users)
25%
21% 20% 19% 18% 18% 18%
14%
Male Female 13-17 18 -24 25-29 30-34 35-39 40-49
28 VOD Usage
How VOD is Used Movies are a key driver of VOD usage: Two-thirds of VOD customers agree strongly that they use the service to watch movies. Other key reasons for using VOD include finding something to watch when other sources do not deliver (56%) and watching a program at a more convenient time (55%).
How VOD is Used Q: Which Please indicate how strongly you agree or disagree with each of the following statements about how you use (VOD)? ((Percentage of VOD Users)
65% To watch movies
56% 55%
W hen there is nothing else on television I want to watch
Watch programs at a time that is more 35%34% 33% convenient 32%
27% Watch scheduled 25% 25% 25% programs I have 23% missed 20% 21% 19% 19% 17% 17%17% 15% 15% Watch music videos 14% 11% 12% 10% 9%
4% 3% Watch a special 2% 1% sporting event
Agree Strongly Agree Neutral Disagree Disagree Strongly
29 VOD Usage
Usage of VCR-Like Features VCR-like functions (pause, rewind, fast forward) are used at least occasionally by the large majority. Three in ten use these features regularly. Only 16% say they seldom or never use these features.
VCR-Like Features Q: How often do you use the pause, rewind, and fast forward features of (VOD) when you watch VOD programming or movies? (Percentage of VOD Users) 30% 29%
23%
11%
5%
Regularly Fairly often Occasionally Seldom Never
30 VOD Usage
Ease of Using the VOD Menu and Guide Half of these VOD users say the on-screen VOD menu is very easy to use and another 31% say it is somewhat easy. While only a few find it difficult, there is room for improvement to move those who find it somewhat easy to the very easy category.
Ease of Use of VOD Screens Q: How easy is it to use On Demand programs or movies from the on-screen menu? (Percentage of VOD Users)
56%
31%
9%
1%
Very easy Somewhat easy Somewhat difficult Very difficult
31 User Experience
User Experience
Overall Ratings of VOD More current VOD users (44%) express favorable (“very good”) rather than superior (“excellent”) assessments (32%) of the service, indicating there is room for improvement. Importantly, negative ratings are insignificant.
Rating of VOD Q: Overall, how would you rate your experience with Video On Demand (VOD)? (Percentage of VOD Users)
44%
32%
22%
2% 0%
Excellent Very Good Good Fair Poor
32 User Experience
Women and 25-29 year olds rate their VOD service more positively than do other segments.
Rating of VOD Q: Overall, how would you rate your experience with Video On Demand (VOD)? (Percentage of VOD Users)
17% 21% 19% 24% 26% 29% 26% 34% Excellent
Very Good 38% 41% 40% Good 39% 35% 39% 46% 38% Fair
Poor
31% 36% 29% 33% 33% 25% 22% 21%
8% 6% 10% 8% 5% 7% 4% 5% 1% 1% 0% 0% 1% 1% 1% 1% Male Female 13-17 18 -24 25-29 30-34 35-39 40-49
33 User Experience
Likes about VOD When asked what they like about their VOD service, respondents focus on convenience:
• Can watch shows/movies any time I want • Don’t have to go to the store • Can start and stop when I want • Can order a movie instantly. • VCR-like features (record, pause, rewind) • Ability to watch missed TV shows.
Dislikes about VOD The primary complaints about VOD focus on the perceived cost of the service and the narrow selection of movies/free programs.
34 User Experience
Opinions of VOD Features and Functions For current users, the most popular VOD features are watching free programs and movies and programming that is commercial free. On the downside, there is the perception that there aren’t enough movies or programs available though VOD.
Features and Functions Q: Please indicate how strongly you agree or disagree with each of the following statements about Video On Demand (VOD): (Percentage of VOD Users)
1%0% 1% 7% Strongly Disagree 10% 14% 13% 18% 22% 26% 23% 6% 31% 21% 6% Disagree 22%
22% 24% 17% 31% Neutral 30% 25% 53% Agree 30% 33% 29% 23% 71% 66% 22% 21% Strongly Agree
14% 22% 11% 14% 14% 25% 28% 6% 14% 9% 8% 8% e 7% g ive VOD ns ng terestin si ams movies in es ing r u t vi D f m og o m r O t no mo a p i s V i gr ch o hab ng r e i too complicated to us s and p s wat VOD is too e xpe th i m movies/ o a ree in D r f O l ke t ot V ia li I N ing tailored to my interests prog c h V OD s D g ti mer er VO m VOD programm co t enou ree f e th ke ren' li A I I like
Interested in adv
35 User Experience
Likelihood of Cancelling VOD Subscription Only 8% of current VOD users are very likely to cancel their VOD subscription and two-thirds are unlikely to do so. (Since VOD is part of some digital cable packages, these figures may be distorted.)
Likelihood of Cancelling Q: How likely are you to cancel your Video on Demand service in the next year? (Percentage of VOD Users)
54%
20% 13% 8% 5%
Very likely Somewhat Neither likely Somewhat Very unlikely likely nor unlikely unlikely
When asked why they might cancel their VOD service, virtually no respondents offered a reason. A few mentioned that it is too expensive.
36 Usage of Entertainment Related Services
Usage of Entertainment-Related Services
Participation in Other Entertainment-Related Activities VOD users are about as likely as the non-users to engage in non-VOD entertainment activities at least twice a month. Current users are somewhat more likely to watch a movie on a premium channel.
Entertainment Related Activities Q: How often do you participate in each of the following activities during the year? (Percentage of total respondents who said “At least twice a month”)
Watch a movie on regular or cable 74% 74% 71% TV 70% Rent a DVD movie 66%
Watch a movie on a Pay cable channel See a movie in a theater
Buy a DVD movie 42% 42% 38% 37% 36% 37% Buy music CD 29% 29% 26% Rent a VHS movie 23% 22% 18% 20% 17% 17% 17% Go to a concert or watch a live 16% 13% 14% 14% 14%15% band or artist 14% 13% 13%12% 9% Order pay-per-view movie or event 9%7% 8% 8% 8%8% 6% 7% 7%7% 6% 5% 4%4% 4% 4%4% 5% Buy a VHS movie
Total Don't have access Have access/never Have used/don't Currently use used currently
37 Usage of Entertainment Related Services
Effect of VOD on the Usage of Other Entertainment-Related Activities In most cases, VOD usage has not had a major impact on current VOD customers’ usage of other sources of entertainment. Most respondents say their usage of other forms of entertainment has remained the same since they gained VOD access. However, usage of competing movie delivery options has been affected. About 4 in 10 say they now rent/buy DVD and VHS movies less often.
Impact of VOD on Other Entertainment Activities Q: Please indicate if your frequency of doing each of the following activities has increased, stayed the same, or decreased since you started using (VOD): (Percentage of VOD Users)
3% 1% 2% 2% 3% 4% 5% 4% 6% 9% 9% 9% Decreased a lot 11% 7% 10% 5% 18% 11% 7% 16% 10% 12% 9% 30% 30%
Decreased a little 19% 9% 12% 62% 62% 60% 62% Stayed the same 57% 62% 71% 78% 81% 66% 71%
51% 53% Increased a little 49%
13% 14% 17% 16% 16% Increased a lot 11% 7% 7% 17% 7% 5% 4% 5% 13% 12% 11% 4% 4% 8% 7% 8% 6% 6% 6% t 5% s r 5%es 5% 5% es CD vi c movi eater conce h S event a es D mo t o nels ows movies a t VH an D g musi g sh DV n n ng lar/cable TV DV Buyi Goi enti Buying VHS movies annel ng movie or R h Buying c iew a movie in channel movi Renti ng um g premium ich Watching live television n -per-v Seei cable chi ay Watching content ont DVR Movies on regu P ium Wa na l prem em gi r ri P O
38 Usage of Entertainment Related Services
Familiarity with Subscription on Demand Only 2 in 10 respondents are aware of Subscription Video on Demand. As might be expected, current VOD users claim greater familiarity with SVOD than do members of the other segments.
Familiarity with Subscription on Demand Q: How familiar are you with Subscription Video On Demand? (Percentage of total respondents)
12% 9% Very familiar 20% 18%
20% 41% 22% 21% 23% Somewhat familiar 23% 21% 19% 20% 22% Slightly familiar
13% 45% 48% Not at all familiar 39% 39% 24%
Total Don't have Have Have used/Don't Current user access access/never currently used
39 Usage of Entertainment Related Services
Usage of Premium Movie Channels Not surprisingly, current VOD users are avid premium channel viewers. They subscribe to premium channels, especially HBO, in greater numbers than any of the other segments.
Premium Channel Subscriptions Q: Which of the following premium movie channels do you currently subscribe to? (Please check all that apply.) (Percentage of total respondents)
74%
HBO 57% 53% Starz 51% 47% 43% 41% Showtime 39% 35% 36% 33%32% 33% 32% 30% 29% 29% 27% 27% 27% 29% 28% Cinemax 25% 24% 22% 22% 20% 19% 20% IFC 15%
None
Total Don't have Have Have used/Don't Current user access access/never currently used
40 Usage of Entertainment Related Services
Ownership of Electronic Devices and Services Most respondents own a DVD player, CD or DVD burner and digital camera. Current VOD users are slightly more likely than are members of the other segments to own most of the other electronic devices. Young males and early adopters tend to be more somewhat likely than the other segments to own many of the electronic gadgets. This represents a double edged sword in that these people could be targeted by cable companies to adopt/subscribe to VOD, but at the same time, VOD usage could go down if other forms of entertainment through these devices becomes more convenient, cost effective, and/or offers more programming options.
Electronic Device/ Service Ownership Q: Please indicate whether you currently own, or have plans to buy each of the following devices: (Percentage of total respondents who said “currently own”)
95% 93% 94% 94% 91%
84% 81% 81% 79% 79% 77% DVD Player 74% 73% 74% 70% 72% CD-RW /DVD-RW 66% 67% 65% 63% Digital camera 62% 59% 57% 55% 55% Video Game 52% 48% Internet capable cell phone 47% 44% 45% 45%44%44% 41% 41% Home Theater 38% 39% 40% 36% 35% 36% MP3 player 32% 32% 32%32% 27%27% 26% 26%27% 26% WiFi 26% 23% 23%22% DVR 15% 12% 12% HDTV 9% 10%
PDA
GPS
Total Don't have access Have access/never Have used/don't Current user used currently
41 Usage of Entertainment Related Services
Plans to Buy Electronic Devices There are few differences between segments in plans to buy various electronic devices in the near future. About 1 in 10 plan to buy: MP3 player, digital camera, home theater/surround sound and Wi-Fi.
VOD Usage Q: Please indicate whether you currently own, or have plans to buy each of the following devices: (Percentage of total respondents who said “Plan to buy within a year”)
15% 15%15% 15%15% 15% 15% HDTV 14%14% 14% 14% 13% DVR 13% 13%
12% MP3 player/iPod 12% 11% 11%11% 11%10% 11% Digital camera 10%10% 10% 9% Home Theater 9% 9% 8% 8% 8% 8% 8% Wi Fi 7% 7% 7% 7% 7% GPS 6% 6% 6% 6% 5% 5% 5% 5% 5% 5% PDA 5% 4% 4% 4% 4% 4% 4% Internet capable cell phone 3% 2% 2% CD-RW/DVD-RW 2% 2%
Video Game Console/Handheld DVD Player
Total Don't have Have Have used/Don't Current user access access/never currently used
42 Usage of Entertainment Related Services
DVR Usage Usage of DVR’s does not vary considerably across the VOD segments. About half use it less than 2 hours per day and about one-third use it 2-4 hours per day.
DVR Usage Q: In a typical day, how many hours do you spend watching content or programming on your DVR? (Percentage of DVR Owners)
14% 21% 20% Less than 1 hour hrs/day 30% 23%
About 1 to less than 2 hrs/day 24% 25% 24% About 2 to less than 4 hrs/day 19% 28%
About 4 to less than 6 hrs/day 34% About 6 to less than 8 hrs/day 32% 34% 31% 30% About 8 to less than 10 hrs/day 14% 11% 6% About 10+ hrs/day 13% 5% 10% 5% 5% 4% 2% 4% 5% 2% 6% 1% 1% 6% 5% 3% 3% Total Don't have Have Have used/Don't Current user access access/never currently used
43 Usage of Entertainment Related Services
DVR versus VOD DVR’s are preferred to VOD by the majority of current VOD users/DVR owners. Four in 10 prefer the DVR a lot more than VOD, and 2 in 10 prefer the DVR a little more. One-third like both equally. Only 6% prefer the VOD to the DVR.
DVR vs. VOD Q: Comparing your DVR to your Video On Demand (VOD) service, which of one of the following statements best describes you? (Percentage of VOD/DVR users)
41%
35%
18%
3% 3%
Like DVR a lot more Like DVR a little Like both DVR and Like DVR a little less Like DVR a lot less than VOD more than VOD VOD equally than VOD than VOD
44 Usage of Entertainment Related Services
Hypothetical Preference for DVR, VOD and Netflix Options Respondents were presented with several versions of three options, each with a full description, and were told to assume that they had access to all three available to them: • DVR option • VOD option • Netflix option
The DVR and Netflix options which were presented to the respondents did not change, but the VOD option was presented in four different ways to determine which factors, if any, would enhance the appeal of VOD in comparison with DVR.
The VOD options were: 1. A typical VOD option--provides access to movies, TV programs and specials which you can keep you 24 hours 2. VOD option, but you can keep the program for 1 week 3. VOD option, with access to New Release movies 4. VOD option, with access to New Release movies and last season’s Prime Time TV programs
In all cases, the DVR is preferred to VOD; the Netflix-type option is the least popular. When the VOD option includes new release movies and all episodes of last season’s Prime Time TV programs, interest in VOD only increases somewhat.
When the VOD option includes New Release movies and Prime Time TV shows, current VOD users select the VOD option almost as frequently as the DVR option (44% versus 51%).
45 Usage of Entertainment Related Services
DVR, VOD and Netflix Options Preferences Q: Assume you had all of the following options available to you. Which one would you be most interested in using? (Percentage of total respondents)
Don't have Have access/ Have used/ Current Total access never used Don't currently user Digital Video Recorder type option 62% 55% 69% 64% 58% Video on Demand option 27% 31% 21% 23% 34% Netflix type option 11% 14% 11% 13% 7%
Digital Video Recorder type option 62% 56% 67% 62% 59% Video on Demand option: Keep for 1 week 30% 34% 26% 24% 34% Netflix type option 9% 11% 8% 14% 6%
Digital Video Recorder type option 61% 54% 66% 63% 58% Video on Demand option: New Release Movies 30% 35% 26% 23% 36% Netflix type option 8% 9% 7% 14% 7%
Digital Video Recorder type option 56% 52% 62% 57% 51% Video on Demand option: New Release Movies & all Episodes of this season's Prime Time TV Programs 36% 38% 31% 31% 44%
Netflix type option 8% 10% 7% 11% 5%
When asked why they prefer the DVR, respondents mention the flexibility: Able to watch what I want when I want; don’t have to choose from a list. In addition, respondents prefer the DVR because it records their favorite TV programs, rather than movies. The VOD option is perceived as more for movies than TV programs.
46 TV Viewing Habits
TV Viewing Habits
Prime Time TV Viewing Current VOD users watch Prime Time TV every day significantly more often than the non VOD users, with the exception of those who do not have VOD access.
Prime Time Viewing Q: Please indicate how often you watch television at the following times, during Prime Time (Percentage of total respondents)
2% 2% 1% 2% 2% 3% 3% 2% 4% 3% 4% 6% 7% 7% 5%
Never 29% 32% 28% 35% 35% Less Than Once/week
Once/week
2 to 4 Times/week 60% 62% 57% 54% 54%
Every Day
Total Don't Have Access Have Access/ Have Used/ Don't Currently use Never Use Currently
47 TV Viewing Habits
Types of TV Programs Watched VOD and non VOD users do not differ significantly in their viewership of most types of TV shows with the exception of full-length theatrical movies on TV, which VOD users are more likely to make it a point to watch. They are apparently very avid movie viewers.
TV Programs Watched Q: Thinking about the kinds of programs you enjoy watching, please indicate whether you make a point to watch, sometimes watch, or never watch the following types of programs: (Percentage of total respondents who Make it a Point)
Have used/ Don't have Have access/ don't Current Total access never used currently user News 43% 44% 43% 40% 45% Dramas 42% 42% 39% 40% 46% Sitcoms 41% 38% 40% 41% 44% Forensic Programs 34% 38% 33% 31% 36% Sports 34% 32% 36% 35% 34% Full-length, Theatrical Movies 29% 31% 22% 25% 37% Reality 28% 28% 27% 27% 31% Animated series 28% 23% 25% 28% 33% Sci Fi 18% 16% 15% 15% 23% Lifestyle 17% 17% 15% 15% 20% Music shows 16% 15% 14% 13% 19% History/World Events 15% 16% 14% 12% 18% How-to 14% 13% 13% 12% 18% Talk Shows 13% 13% 12% 12% 15% Technology 13% 10% 11% 12% 16% Soap Operas 12% 14% 10% 10% 14% Made for TV Movies 11% 12% 10% 10% 13% Children's 11% 12% 8% 11% 14% Game Shows 11% 9% 9% 11% 13% Court Shows 10% 11% 9% 10% 12% Outdoor/Nature 10% 8% 10% 9% 13% Entertainment 9% 9% 7% 8% 12% Business 9% 8% 9% 8% 10% Biographies 8% 8% 8% 7% 10% Behind the scenes shows 6% 6% 5% 5% 8% Self-Improvement 5% 5% 4% 4% 7% Religious 4% 5% 4% 3% 5%
48 Cable Service
Cable Service
Cable Service Providers The most commonly used cable service provider is Comcast, followed by Time-Warner and Cox. Close to half of current VOD user respondents are Comcast subscribers.
Cable Service Providers Q: What is the name of your cable TV company? (Percentage of total respondents)
Total Don't have Have Have Currently access access/ used/don't use never use currently Comcast 31% 22% 22% 32% 47% Time Warner 17% 7% 20% 23% 17% Charter 11% 15% 12% 9% 9% Cox 10% 14% 11% 8% 6% Other 8% 19% 8% 3% 2% Adelphia 7% 11% 8% 4% 5% Cablevision 6% 3% 8% 7% 4% Bright House 4% 2% 4% 6% 3% Mediacom 2% 3% 2% 2% 2% Insight 2%1%2%3%3% Cable One 1%2%1%0%0% Don't know 1% 2% 0% 1% 0% RCN Corp. 1% 0% 1% 1% 0%
49 Cable Service
Satisfaction with Cable Service Provider While the majority of respondents across all segments express satisfaction with their cable service provider, almost half are somewhat satisfied, while 30% are very satisfied, indicating room for improvement. On the other hand, dissatisfaction levels are low (12%).
Cable Service Provider Satisfaction Q: Overall, how satisfied are you with your cable company? (Percentage of total respondents)
Very satisfied
28% 24% 30% 34% 33% Somewhat satisfied
Neither satisfied nor dissatisfied 49% 47% 48% Somewhat dissatisfied 43% 47%
Very dissatisfied 12% 14% 11% 11% 9% 9% 9% 9% 11% 8% 3% 2% 3% 3% 3% Total Don't have Have Have used/don't Currently use access access/never currently use
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CONCLUSIONS Preferred VOD Pricing Structure and the Role of Advertising The major broadcast networks have made deals with various delivery systems for episodes of popular current season Prime Time programs that involve a pay-per- view pricing structure: • CBS/Comcast 99 cents • ABC/iTunes $1.99 • NBC/DirecTV 99 cents
However, the results of this survey indicate that consumers prefer a different VOD pricing paradigm. When given various pricing scenarios to choose from, the vast majority of respondents across all segments prefer VOD programs that have no individual pay-per-view fee (even if that fee is as low as 99 cents) and no monthly fee. In exchange for having access to free programs, they are willing to sit through at least two 60-second ads prior to the program.
Therefore, rather than a per-program or per-month pricing structure, a more popular alternative to consider is one which includes advertising prior to the programs with no fees.
Further research is needed to determine how many 60 second ads the consumer is willing to accept before moving to a preference for a fee-based option. Further research is also needed to determine if respondents would accept ads not only prior to but also interspersed within the program.
The Path to More VOD Sales Cable operators want to sell VOD to more people. The results of this survey provide some direction on this issue.
The most appealing aspect of VOD is free programming. Two-thirds of the respondents are very interested in this feature, and more current users have taken advantage of free programming than any other VOD offering.
The greatest barrier to overcome is the perception that VOD is very costly; consumers are convinced that the service is very expensive.
If the above-described “pricing” paradigm (No per-program fee/No monthly fee/Advertising preceding each program) were implemented, the following advantages would ensue:
(a) Cable operators could use the one word that is most likely to attract consumers to VOD -- “Free” (b) Advertising the service as free eliminates the major barrier for many consumers who reject VOD--the perceived high cost.
VOD versus DVR Research indicates that consumers who have VOD and a DVR prefer their DVR to their VOD service. To be able to compete with the DVR, cable operators will have to enhance the service in several ways.
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This research indicates that VOD is currently used mostly for movies, while the DVR is used primarily to record episodes of current TV shows to watch at a more convenient time. For VOD to compete with DVR, more current Prime Time TV shows must become available. In addition, to have a competitive advantage over DVR, VOD should include access to new release movies such as those available at Blockbuster or through Netflix.
Another perceived advantage of DVR over VOD is that VOD programs are typically only available for a limited time whereas DVR recordings are available to watch at any time. To compete with DVR, VOD needs to become more flexible. Further research should be done to determine the length of time consumers retain programs which are recorded on their DVR. Then, cable operators should allow access to VOD programs for a period of time of perceived equivalency. This research indicates that 3-7 days may suffice.
Additional research can also be conducted to ascertain the value of how VOD can offer “live event programs” and original episodes that the viewer may have missed on the day they aired, something can DVR’s can’t provide.
Features of an Ideal VOD System The ideal VOD system would have the following features: • Program access for at least 3-7 days • Some type of IPG incorporated into the system that merges with the IPG available on cable TV; it would have current season listings, as well as VOD listings • Large selection of new release movies and current TV shows as well as last season’s • VCR-like functions • Possible download capability to DVR • No monthly or per-program fee • Advertising prior to the programs so consumers can get the programs free of per-item fees and with no monthly fees • Easy-to-use screens • Improved program/genre search functions
What to Include in VOD Promotions/Advertising VOD advertising should focus on the convenience aspects of the service. Word of mouth on the benefits of DVR services that have helped spur that sector’s growth should be included in VOD features as well.
Key Target Segment for VOD The key demographic for VOD is currently young males. However, while this segment expresses higher awareness of and interest in VOD offerings, the older male and female portions of the audience, while not the strongest segment today, may offer a more stable growth opportunity for cable operators due to the mercurial nature of the younger demographics and “early adopters.”
Young males and “early adopters” also tend to be more likely than the other segments to own many of the electronic gadgets. This represents a double edged sword in that these people could be targeted by cable companies to adopt/subscribe to VOD, but at the same time, VOD usage could go down if other forms of entertainment through these devices becomes more convenient, cost effective, and/or offers more programming options. Video game consoles, IPTV, iPods, mobile phones and other “TV to Go” products and services will compete very effectively with cable VOD within this consumer segment.
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Future Research Future E-Poll research may include the tracking by each individual MSO for VOD awareness within that system, perceived benefits of the offers, screens/search function reviews, usage patterns and desired programming options. All respondents in this study may be re-contacted for further analysis. In addition, E-Poll has more than 17,000 VOD users in its proprietary consumer panel for more in-depth study on this topic.
ABOUT E-POLL® MARKET RESEARCH E-Poll Market Research provides intelligence to navigate today's challenges and capitalize on future opportunities. We help media companies, agencies, and consumer brands anticipate behavior, trends, and opportunities. With direct access to deeply profiled consumers, we can accommodate tight budgets and strict deadlines, while offering reliable and relevant information. Custom solutions and subscription-based services including E-ScoreTM celebrity evaluations and FastTrackTM with 200+ primetime cable and broadcast programs are provided.
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