Without much ado, the report ConsumerLab TV & amp; Media 2015 Ericsson shows that consumers in Colombia adopt video services on demand much more than before. Currently, about a third of the time that viewers use to watch TV and videos on demand do.
The key finding of this report is that video services on demand (VOD) They are successfully meeting the needs of consumers, allowing them to change their consumption habits video.
The Colombians now spend seven and a half hours a week watching TV series, shows and movies under demand services and platforms like Netflix. “If we add the content that is recorded and lowers Internet, now in Colombia, 34% of the total number of hours spent watching television and videos is done through VOD services,” he says from Ericsson.
But even more surprising fact is that, according to Ericsson, 11% of consumers in Colombia who have never had a subscription pay-TV, as the services that are used throughout the country, are paying for content over-the-top, known as OTT, embodied primarily in Netflix.
The diagnosis stressed that 25% of consumers in the country look at YouTube for more than three hours up to date. In addition, the report emphasizes the growing importance of platforms rife with content generated by users. This translates into increased popularity of educational and instructional videos, which are seen by consumers in Colombia in an average of 200 minutes per week.
Diana Moya, director of Ericsson ConsumerLab for Latin America, He explains that “the continuing rise of video on demand transmitted over the Internet and the services ‘do-it’ reflects the importance of three specific viewers nowadays factors: interesting content, flexibility and user experience quality” .
Another striking result of the experts is the growth in the number of consumers who watch videos from a mobile device, today in the country 72% watch videos from their smartphones, an increase of 195 % since 2012. If one takes into account the tablets, laptops and phones, today 54% of the time teens spend watching television and videos, they do so from a mobile device.
The game changed and we are not prepared
The relevance of the report is that the company Ericsson consulted 22,500 people across the continent, which truly represents a sample. The diagnosis puts numbers to a trend that experts are unclear, but several players did not finish dimension.
The game changed because of the behavior of the users. For example, to view multiple TV episodes consecutively has quickly become a key part of the experience of television and video. The questions are: Do the mainstream media are ready to deliver in a single strip series? How to manage the advertising issue with this approach?
In Colombia, 97% of users of subscription video on demand as Netflix, Amazon Prime and HBO, see chapters one after the other at least once a week on these platforms. This means that the logic of waiting a week to see the chapter of the novel went down in history. Experts explain that “OTT took away the excitement of the stories”
But traditional television, as we know, can still operate an ace up his sleeve. Live contents. One of the most important conclusions of the report is that the popularity of the linear television remains high, mainly by giving access to premium content and display live, like sports, like its social value.
The traditional media have to insist on live events if they want to give battle to the Amazon and Netflix. They are fighting for a share of the advertising pie today focuses on these platforms, although, paradoxically, the response of users to advertising on the OTT is not as satisfactory as in traditional TV.
The truth is that users begin to gauge the difficulty of finding content. Half of the users viewing linear television say they can not find anything to do on a daily basis. “Consumers believe that the characteristics of recommendation are simply not as intelligent and personal,” they conclude in Ericsson.
What regulation?
amid so much uncertainty there is a factor that is still missing: the laws. Currently the Ministry of ICT is developing a series of regulations to adapt to this change, however, much time has passed and it is quite possible that new laws have significant gaps television.
legislators and Maria del Rosario Guerra also made important proposals to try to regulate platforms as disruptive as Netflix. But it is not an easy task and time is short: in the 2015, with figures such as those presented Ericsson, Colombia still manages its television laws written in the 90
The challenge of the Executive, represented. the ICT Ministry, and the legislature will provide standards that equate to the different market players and lay the foundations for new and traditional to compete in the best conditions both for users and for the advertising pie. Everyone in the industry are watching.
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