In an exclusive, pre-Content Delivery World interview, Arqiva’s David Crawford offered IP&TV News a foretaste of some new Arqiva research he will be unveiling in more detail during a panel discussion at tomorrow’s conference.
Both the Content Delivery World panel and the new research hinge upon the viewing patterns of millennials, the demographic presenting the most challenges to all the content delivery technologists due to converge upon the Radisson Blu Portman Hotel in London tomorrow.
Interestingly, Crawford revealed that, while the research confirmed that millennials do of course possess a significant taste for VOD services, there is a distinct difference between their viewing consumpption patterns on weekends and weekdays.
“I’ve not seen this in some of the digital diary work already out there,” Crawford said. “On weekdays, live linear TV is probably the biggest component of content viewing, and mostly it’s on smart TVs. But on the weekend the viewing habits change dramatically. At the weekend, by far the most frequent type of content to watch is SVOD, with Netflix and Amazon being the most popular choice; and the second most frequent is miscellaneous online videos – like YouTube and a lot of short form stuff, such as gaming videos. [At weekends] watching live TV came in at a distant third choice.”
Of further significance to conference attendees, Crawford added that, when it comes to live TV, there was a tendency among millennials to stream it, while non-linear viewing was powerfully programme/brand-led.
“For Arqiva’s clients this becomes really important. Do they channel their efforts and spend into creating mega brands and then use some of the curated Video on Demand capabilities to introduce stuff that hasn’t been as heavily branded, or do they stick with channel branding?” he asked.
Expect more findings, and more discussion, at tomorrow’s conference.