On Demand in 2015: Catchup, Discovery and Completeness
2015 was a monumental year for video on demand. While the majority of consumers are still watching TV during primetime from their living room on the biggest screen in their home, time-shifted viewing has now surpassed linear viewing as the primary method of consumption. The networks are embracing these behavioral shifts by bolstering their video on demand libraries with more current season content than ever before. For example, In 2015, Comcast’s Xfinity TV not only offered the top 100 Nielsen-rated shows on demand, but the number of current season series fully stacked topped 700, up from just a handful a few years ago.
Consumers are embracing the predictability and reliability of video on demand platforms, increasingly using them to catch up on their favorite shows and discover new ones outside of the traditional L+3 window. In turn, networks are seeing a significant growth in audience well into the season.
FOX’s Empire is a perfect example. FOX made every episode of Empire’s premiere season available on Xfinity On Demand so people were able to go back and join in from the beginning at any point during the season. Altogether, 3.5 million Xfinity households watched the pilot episode – 43 percent of which joined late and watched after week four. This is 1.5 million households that wouldn’t have been able to catch up on the show if it had only been available on demand as “rolling four.”
In 2016, we’re going to see time-shifted viewing consumption continue to grow and a heavier focus from networks on full-series completeness - not just current season, but past seasons – giving viewers even more choices in how and when they watch. Platforms like X1 allow us to work with our programming partners to offer enhanced experiences with this in mind that complement the growing collection of content across devices.