Viewers bemoan amount of ads on catch up TV services but like fact they are free, finds study

catch up services logo tenplay 9jumpin plus7Commercial TV networks’ catch up TV services are forcing viewers to watch the same ads too often, a new survey has found.

While the fact the services are free was one of the most liked features of the platforms the statements “there are too many ads” and “they play the same ads all the time” were the two most disliked features about them, according to the Edentify IPTV in Australia survey.

9Jumpin was the worst offender according to 42 per cent of respondents, with 38 per cent complaining about TenPlay and 36 per cent about Plus7.

However, those numbers were all down from 2014.

Edentify managing director Dan Banyard told Mumbrella: “Anyone who has used those services knows the placement of those ads is the issue – the number of ads and the repeat of those same ads is having a detrimental impact on the content across the commercial catch up services. “The channels have to work harder with the way they target and avoiding the repeat of things over and over again. It is pretty shocking.”

Asked if there was an irony in that consumers also listed the fact the platforms were free among their chief likes Banyard said: “It is ironic. Consumers are ultimately smart enough to know there is a commercial reality to things but there is repetition and placement.

“Online has the ability to serve the right targeted ads – far more than broadcast – but perhaps they should do something crazy like less ads.”

Banyard cited the success of US streaming service Hulu which has moved to interactive ads, giving viewers the choice on which they see, or allowing them to pay to see less advertising.

“We have also asked respondents who admit to using Hulu via VPN and advertising does not come up nearly as much,” he said.

The Edentify research also backed other studies which had shown a decrease in platforms known for piracy – such as peer to peer sharing and file sharing – as the level of subscription video on demand (SVOD) increased.

“The Netflix phenomena is clearly having an impact,” said Banyard. “2015 is the year where everyone underestimated the power of the brand and so when it launched this year it had a power beyond expectations.

“We have definitely seen a decrease in the use of some of these sites. As services come on board where people can access content without resorting to illegal methods it will continue to change the number of people who are sharing things.

“But I would add that when it comes to piracy/illegality we are making some assumptions eg. with peer to peer sharing it or family members it may be copyrighted material, it may not.”

Edentify’s IPTV in Australia survey is a quarterly study by the independent research company of more than 600 respondents. To date it has received more than 4,800 responses over 2014 and 2015.

Nic Christensen 


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