Tuesday, June 20, 2006
The Linear Argument
Perhaps the most controversial fact I have to present day to day when talking to some of the world's leading content owners and distributors is that linear is significantly more popular than on demand when viewers are given a choice.
Quite simply, the majority of people prefer having someone else select the content that they watch - within a specific context (or channel), of course.
Narrowstep runs an analysis of its viewers every months and, in four years, there has been little change - when presented with a choice, 80% of content is viewed linearly within a schedule and 20% is viewed on demand (and this includes archive searches and live on demand events).
Clearly, as more on demand services become available, the always on generation will skew these figures, but for now they're incontrovertible.