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Video - DVDs, Downloads, On-demand and Streaming

“The growth of the streaming segment has balanced out declining physical video sales, maintaining equilibrium in the UK video market. The rapid growth of the streaming segment has put pressure on broadcast TV providers to ‘Netflixify’ their offering and provide on-demand content across a range of devices. Growth in streaming subscription shows no signs of disappearing in the near future, with original content and tiered subscriptions offering more opportunities for growth going forward.”
– Mark Flowers, Research Analyst – Consumer Technology

This Report answers the following key questions:

  • Where next for streaming providers after original content? 
  • DVD and Blu-ray to go the way of vinyl?

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Growth of digital formats maintains equilibrium in the video market
              • Figure 1: Value of the UK video market, 2011-16
            • Video market to grow on the back of strong streaming and on-demand segments
              • Figure 2: Forecast for the value of the UK video market, 2011-21
            • Streaming to become the largest single segment in the video market
              • Figure 3: Forecast for the value of the streaming subscriptions segment, 2011-21
            • Growth in on-demand segment to continue
              • Figure 4: Forecast for the value of the on-demand segment, 2011-21
            • Physical ownership to decline further as the segment fails to match the value proposition of streaming services
              • Figure 5: Forecast for the value of the physical ownership segment, 2011-21
            • Growth in digital ownership will not balance out declines in physical ownership
              • Figure 6: Forecast for the value of the digital ownership segment, 2011-21
            • Binge-watching culture pushes broadcast TV providers to ‘Netflixify’
              • Streaming services’ original content meets mainstream film and TV
                • Device usage pushes viewers towards connected entertainment
                  • Younger viewers turn to ‘alternative’ video media
                    • Companies and brands
                      • Netflix’ library becomes available offline
                        • Virgin Media and NOW TV (Sky) launch set-top boxes aimed at integrating streamed content
                          • Amazon takes first steps towards tiered video subscriptions
                            • Google Play starts selling movies in 4K
                              • Niche streaming services find success by offering more than content
                                • Film studios and streaming providers dominate advertising expenditure
                                  • Streaming providers focus marketing on digital channels
                                    • The consumer
                                      • Broadcast TV is first choice for frequent viewing
                                        • Figure 7: Film and TV show viewing habits, December 2016
                                      • Physical video media more likely to be viewed less than once per week
                                        • Netflix reaches half of all video streaming users
                                          • Figure 8: Usage of streaming and on-demand services, December 2016
                                        • Four in 10 use three or more video streaming services
                                          • Figure 9: Repertoire of streaming and on-demand services used, December 2016
                                        • TV screens are the viewing device of choice
                                          • Figure 10: Devices used to watch films and TV shows, December 2016
                                        • Device-agnostic approach to content distribution is key for young viewers
                                          • Figure 11: Repertoire of devices used to watch films and TV shows, December 2016
                                        • Exclusive content seen as feature most worth paying for
                                          • Figure 12: Features of video streaming services seen as worth paying more for, December 2016
                                        • Three in 10 buy DVDs or Blu-rays
                                          • Figure 13: Film and TV show ownership, December 2016
                                        • DVD collectors are more invested in video across all channels
                                          • Figure 14: Film and TV show ownership, by film and TV viewing habits, December 2016
                                        • Video streaming services take on ownership and pay-TV
                                          • Figure 15: Attitudes towards video media and services, December 2016
                                        • Streaming services need to facilitate content selection
                                          • What we think
                                          • Issues and Insights

                                            • Where next for streaming providers after original content?
                                              • The facts
                                                • The implications
                                                  • DVD and Blu-ray to go the way of vinyl?
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Growth of digital formats maintains equilibrium in the video market
                                                          • Video market to grow on the back of strong streaming and on-demand segments
                                                            • Binge-watching culture pushes broadcast TV providers to ‘Netflixify’
                                                              • Streaming services’ original content meets mainstream film and TV
                                                                • Device usage pushes viewers towards connected entertainment
                                                                  • Younger viewers turn to ‘alternative’ video media
                                                                  • Market Size and Forecast

                                                                    • Growth of digital formats maintains equilibrium in the video market
                                                                      • Figure 16: Value of the UK video market, 2011-16
                                                                      • Figure 17: % of the UK video market represented by segments, 2011-16
                                                                    • Video market to grow on the back of strong streaming and on-demand segments
                                                                      • Figure 18: Forecast for the value of the UK video market, 2011-21
                                                                    • Forecast methodology
                                                                    • Market Segmentation

                                                                      • Streaming to become the largest single segment in the video market
                                                                        • Figure 19: Forecast for the value of the streaming subscriptions segment, 2011-21
                                                                      • Growth in on-demand segment to continue
                                                                        • Figure 20: Forecast for the value of the on-demand segment, 2011-21
                                                                      • Physical ownership to decline further as the segment fails to match the value proposition of streaming services
                                                                        • Figure 21: Forecast for the value of the physical ownership segment, 2011-21
                                                                      • Growth in digital ownership will not balance out declines in physical ownership
                                                                        • Figure 22: Forecast for the value of the digital ownership segment, 2011-21
                                                                    • Market Drivers

                                                                      • Binge-watching culture pushes broadcast TV providers to ‘Netflixify’
                                                                        • Streaming services’ original content meets mainstream film and TV
                                                                          • Device usage pushes viewers towards connected entertainment
                                                                            • Younger viewers turn to ‘alternative’ video media
                                                                            • Companies and Brands – What You Need to Know

                                                                              • Netflix’ library becomes available offline
                                                                                • Virgin Media and NOW TV (Sky) launch set-top boxes aimed at integrating streamed content
                                                                                  • Amazon takes first steps towards tiered video subscriptions
                                                                                    • Google Play starts selling movies in 4K
                                                                                      • Niche streaming services find success by offering more than content
                                                                                        • Film studios and streaming providers dominate advertising expenditure
                                                                                          • Streaming providers focus marketing on digital channels
                                                                                          • Launch Activity and Innovation

                                                                                            • Netflix’ library becomes available offline
                                                                                              • Virgin Media and NOW TV (Sky) launch set-top boxes aimed at integrating streamed content
                                                                                                • Amazon takes first steps towards tiered video subscriptions
                                                                                                  • Google Play starts selling movies in 4K
                                                                                                    • Niche streaming services find success by offering more than content
                                                                                                    • Advertising and Marketing Activity

                                                                                                      • Film studios and streaming providers dominate advertising expenditure
                                                                                                        • Figure 23: Total above-the-line, online display and direct mail advertising expenditure on video, by advertisers, 01/01/2016-01/01/2017
                                                                                                      • Streaming providers focus marketing on digital channels
                                                                                                        • Figure 24: Total above-the-line, online display and direct mail advertising expenditure on video, by media type, 01/01/2016-01/01/2017
                                                                                                      • Nielsen Ad Intel coverage
                                                                                                      • Brand Research

                                                                                                          • Brand map
                                                                                                            • Figure 25: Attitudes towards and usage of selected brands, February 2017
                                                                                                          • Key brand metrics
                                                                                                            • Figure 26: Key metrics for selected brands, February 2017
                                                                                                          • Brand attitudes: Netflix associated with quality, while Amazon inspires trust and loyalty
                                                                                                            • Figure 27: Attitudes, by brand, February 2017
                                                                                                          • Brand personality: Streaming services generally seen as fun and vibrant, but TalkTalk TV Store does not share this positive image
                                                                                                            • Figure 28: Brand personality – Macro image, February 2017
                                                                                                          • Flexibility is NOW TV’s most notable feature, while Netflix is seen as cool
                                                                                                            • Figure 29: Brand personality – Micro image, February 2017
                                                                                                          • Brand analysis
                                                                                                            • Netflix enjoys a positive image across demographics
                                                                                                              • Figure 30: User profile of Netflix, February 2017
                                                                                                            • NOW TV has a strong association with flexibility, despite lower usage than Netflix and Amazon
                                                                                                              • Figure 31: User profile of NOW TV, February 2017
                                                                                                            • Amazon has a broadly positive image, but is more likely to be perceived as expensive than its competitors
                                                                                                              • Figure 32: User profile of Amazon Instant Video, February 2017
                                                                                                            • TalkTalk TV Store sits in the shadow of its competitors
                                                                                                              • Figure 33: User profile of TalkTalk TV Store, February 2017
                                                                                                          • The Consumer – What You Need to Know

                                                                                                            • Broadcast TV is first choice for frequent viewing
                                                                                                              • Physical video media more likely to be viewed less than once per week
                                                                                                                • Netflix reaches half of all video streaming users
                                                                                                                  • Four in 10 use three or more video streaming services
                                                                                                                    • TV screens are the viewing device of choice
                                                                                                                      • Exclusive content seen as feature most worth paying for
                                                                                                                        • Tiered subscriptions are nearly as attractive as exclusive content
                                                                                                                          • Three in 10 buy DVDs or Blu-rays
                                                                                                                            • DVD collectors are more invested in video across all channels
                                                                                                                              • Video streaming services take on ownership and pay-TV
                                                                                                                                • Streaming services need to facilitate content selection
                                                                                                                                • Film and TV Show Viewing Habits

                                                                                                                                  • Broadcast TV is first choice for frequent viewing
                                                                                                                                    • Physical video media more likely to be viewed less than once per week
                                                                                                                                      • Figure 34: Film and TV show viewing habits, December 2016
                                                                                                                                      • Figure 35: Film and TV show viewing habits, December 2016
                                                                                                                                  • Streaming, On-demand and Pay-TV Usage

                                                                                                                                    • Netflix reaches half of all video streaming users
                                                                                                                                      • Figure 36: Usage of streaming and on-demand services, December 2016
                                                                                                                                    • Four in 10 use three or more video streaming services
                                                                                                                                      • Figure 37: Repertoire of streaming and on-demand services used, December 2016
                                                                                                                                    • All 4’s hybrid identity promotes frequent usage
                                                                                                                                      • Figure 38: Subscription streaming and on-demand services used, by film and TV show viewing habits, December 2016
                                                                                                                                    • Pay-TV usage not stratified by age
                                                                                                                                      • Figure 39: Usage of pay-TV services, December 2016
                                                                                                                                  • Viewing Devices

                                                                                                                                    • TV screens are the viewing device of choice
                                                                                                                                      • Opportunities for streaming subscription services with students
                                                                                                                                        • Figure 40: Devices used to watch films and TV shows, December 2016
                                                                                                                                        • Figure 41: Devices used to watch films and TV shows, December 2016
                                                                                                                                      • Device-agnostic approach to content distribution is key for young viewers
                                                                                                                                        • Figure 42: Repertoire of devices used to watch films and TV shows, December 2016
                                                                                                                                    • Features of Video Streaming Services

                                                                                                                                      • Exclusive content seen as feature most worth paying for
                                                                                                                                        • 4K content makes Amazon marginally more attractive to male viewers
                                                                                                                                          • Tiered subscriptions are nearly as attractive as exclusive content
                                                                                                                                            • Figure 43: Features of video streaming services seen as worth paying more for, December 2016
                                                                                                                                        • Film and TV Show Ownership

                                                                                                                                          • Three in 10 buy DVDs or Blu-rays
                                                                                                                                            • Figure 44: Film and TV show ownership, December 2016
                                                                                                                                          • DVD collectors are more invested in video across all channels
                                                                                                                                            • Figure 45: Film and TV show ownership, by film and TV viewing habits, December 2016
                                                                                                                                        • Attitudes towards Video Media and Services

                                                                                                                                          • Video streaming services take on ownership and pay-TV
                                                                                                                                            • Streaming services need to facilitate content selection
                                                                                                                                              • Consumers do not want to get rid of their DVD collections in favour of digital video
                                                                                                                                                • Figure 46: Attitudes towards video media and services, December 2016
                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                • Abbreviations
                                                                                                                                                  • Consumer research methodology
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                    • Market forecast
                                                                                                                                                      • Figure 47: Forecast for the value of the UK video market, 2016-21
                                                                                                                                                    • Streaming subscriptions forecast
                                                                                                                                                      • Figure 48: Forecast for the value of the streaming subscriptions segment, 2016-21
                                                                                                                                                    • On-demand forecast
                                                                                                                                                      • Figure 49: Forecast for the value of the on-demand segment, 2016-21
                                                                                                                                                    • Physical ownership forecast
                                                                                                                                                      • Figure 50: Forecast for the value of the physical ownership segment, 2016-21
                                                                                                                                                    • Digital ownership forecast
                                                                                                                                                      • Figure 51: Forecast for the value of the digital ownership segment, 2016-21
                                                                                                                                                    • Forecast Methodology

                                                                                                                                                    Companies Covered

                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                    Video - DVDs, Downloads, On-demand and Streaming

                                                                                                                                                    US $2,478.79 (Excl.Tax)