EPIX Multi-platform Movie Service Proving to Be a Successful Offering


In a recent nationwide survey, EPIX found that a majority of subscribers (59%) make use of EPIX’s linear television, on-demand, and online platforms to satisfy their movie watching needs. Interestingly, on-demand was the most popular method of watching movies at 43%, followed by linear-television at 39%, and online at just 19%. You would think online would be a bit higher, but their survey found that online viewing is “predominantly personal” (though that may change with EPIX’s new online “private screening room” feature — promo graphic above),  while the television platform is for shared viewing. In regards to subscriber retention, EPIX found that users with a preference for accessing their movies on-demand or online were most likely to continue with the service, as well as younger subscribers in the age range of 18-34. 36, by the way, is the average subscriber age on EPIX.

MULTIPLATFORM MOVIE VIEWING IS NOW MASS MARKET, ACCORDING TO EPIX NATIONAL SURVEY

A majority (59%) of consumers use all three platforms to view premium entertainment – online, on demand and linear television 61% consider multiplatform availability an important attribute driving subscription value

New York, NY, May 10, 2010 – EPIX™, the first multiplatform entertainment service to launch on television, on demand and online, announced today key findings of an EPIX nationwide consumer survey which illustrate that multiplatform movie viewing has reached a tipping point and now reflects mass market behavior as consumers are embracing all screens to consume feature films and premium entertainment.

According to the results of the survey, two-thirds of subscribers have viewed movies online and about 59% of indicated that they utilize all three platforms (linear, on demand, online) to view entertainment programming. Additionally, online viewership is now more reflective of the average premium universe and is no longer categorized by the generational divide, as the average age of subscribers viewing online is 36.

Further, the survey reveals that some 61% of all subscribers value the multiplatform offering and consider it an important feature that drives subscription value. In fact, among regular users of on demand and online, 75% consider multiplatform availability an important attribute with 45% ranking it as the second most valued feature behind access to high-definition programming (55%). The ability to watch content on their own schedule was the third most valued feature at 44%.

Mark Greenberg, president of EPIX, said, “As the entertainment viewing experience evolves and technology advances, consumers are changing as well, making new choices about viewing programming and forming new habits that include the ability to watch movies on multiple screens. This research underscores the importance of delivering superior content along with the ability to make it available to consumers at their convenience whether it’s on television, on demand or on emerging platforms. The consumers have spoken and multiplatform availability is a key driver of value and subscription for premium entertainment services.”

Greenberg noted that the preferred method of viewing is spread across each platform, with on demand leading as the preferred method of watching at 43%, followed by linear television at 39% and 19% preferring online.

Other Key Findings:

With the majority of subscribers using all three platforms, online has become simply an additional screen where movie fans are consuming long-form movies:

  • Recent blockbusters and classic franchises such as Raiders of the Lost Ark continue to drive movie viewing across all platforms.
  • The television platform is the destination for shared viewing while online viewing is predominantly personal (personalization of movie consumption).
  • A majority of premium subscribers are viewing movies monthly on premium (90%) and basic channels (80%), SVOD (81%), free VOD (84%) and paid VOD (51%) and now online (52%).
  • Overall satisfaction and likelihood to continue to subscribe are highest among users of on demand (77%) and online (80%) and among younger subscribers ages 18-34 (75%).

Speaking to subscriber satisfaction, Greenberg commented, “The figures on customer satisfaction are encouraging particularly in the face of the growing use of alternative content sources. Distributors can use the multiplatform subscription offering as a means to retain the customer base most at risk to new alternatives.”

The results were compiled from a nationwide survey of more than 500 EPIX subscribers that was conducted online in April 2010 by Ipsos OTX MediaCT.

About EPIX
EPIX, a joint venture between Viacom Inc. (NYSE: VIA and VIA.B), its Paramount Pictures unit, Metro-Goldwyn-Mayer Studios Inc. (MGM) and Lionsgate (NYSE: LGF), is a next-generation premium entertainment channel, video-on-demand and online service launched on October 30, 2009. With access to more than 15,000 motion pictures spanning the vast libraries of its partners and other studios, EPIX provides a powerful entertainment experience with more feature films on demand and online and more HD movies than any other service. It is the only premium service providing its entire monthly line-up of new Hollywood titles, classic feature films, original series, music and comedy specials through the linear channel, video-on-demand and online at EpixHD.com, the leading online destination for movies. EPIX has made the commitment to deliver the industry’s most expansive online collection of movies, making more than 3,000 titles available online to subscribers via its enhanced service, EPIX Megaplex, on www.EpixHD.com. The service is available to over 30 million homes nationwide through carriage agreements with Verizon FiOS, DISH Network, Cox Communications, Mediacom Communications, Charter Communications and NCTC.




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