Gartner Says IPTV Providers Must Do More to Drive Uptake of Pay per View and Video on Demand

Although consumers are increasingly prepared to have some form of pay-TV in their household, getting more consumers to order and then regularly view pay per view (PPV) or video on demand (VOD) remains a key challenge for service providers, according to a recent survey by Gartner Inc.

In the fourth quarter of 2007, Gartner surveyed 5,800 consumers, covering 18 countries and territories, and found that approximately three-quarters of all worldwide respondents had some form of pay-TV in their households, yet less than one-quarter of all respondents purchased either PPV or VOD content within the past year.

The Gartner research indicates that globally, the average consumer spends 22 hours per week viewing entertainment on the television set; of which 16 hours per week is spent watching TV and six hours watching DVDs or videotapes. Furthermore, 39 percent of all survey respondents had downloaded some form of video content (moves, TV shows and video clips for example) in the past three months.

Gartner maintains that tapping into this established behavior and providing alternate solutions to satisfy demand is essential in earning incremental revenue for Internet Protocol television (IPTV).

“Consumers already value DVD and videotape purchases and rentals, so getting them to transfer this behavior or habit over to IPTV subscriptions is a key strategy in developing revenue,” said Amanda Sabia, principle research analyst at Gartner. “Providers need to ensure that ordering and navigation processes for PPV and VOD are easy to understand and user friendly. They should also offer competitive pricing, free trials and a wide range of titles, making sure they include various unique and most-recent versions.”

Ms. Sabia also advised providers to be creative in new business models, exploring “pay per day” and “pre-paid on-demand” options as well as gaining leverage from advertisers and aggressively marketing PPV and VOD libraries.

“As competitive pressures in the consumer communications market continue to drive telephone companies to expand their suite of services to include broadcast television and video programming, telcos have to provide distinct services to convince subscribers to switch to their products,” she said. “Differentiated content is a major lever for new IPTV providers to win customers.”

Based on the survey, Gartner has developed a cohesive model, which allows providers to understand potential PPV and VOD usage and subsequent incremental revenue. The model found that the top five global markets for PPV or VOD — based on the combined highest access and content scores — are likely to be China, United States, Canada, Germany and South Korea.

Additional information is available in the Gartner report “Dataquest Insight: Consumer Propensity to Pay for Pay per View or Video on Demand.” The report is available on Gartner’s Web site – link.

About Gartner
Gartner, Inc. (NYSE: IT) is the world’s leading information technology research and advisory company. Gartner delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is the indispensable partner to 60,000 clients in 10,000 distinct organizations. Through the resources of Gartner Research, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, U.S.A., and has 4,000 associates, including 1,200 research analysts and consultants in 75 countries. For more information, visit

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