Consumers Cool on Video Downloads

UK demand for video downloading lags far behind both the recent hype and the development of technology, according to data from TNS Worldpanel Entertainment. Of the 10,000 people interviewed every two weeks for the service, not one has yet legally downloaded a video.

Among the factors holding back interest are scepticism about cost, the lack of a mainstream technology for transferring downloads to a TV, and limited enthusiasm for watching on the move despite the arrival of Apple's Video Ipod. Just 21% believe that downloading technology will save them money – and indeed the average price for downloading is currently £18 compared to £13 for a new release DVD. Only 15% currently use their PC for entertainment purposes, and only 10% say they are interested in watching films or TV on the move.

Lucy Burton, Manager, TNS Worldpanel Entertainment says the potential for the technology is definitely there, with the huge increase in broadband households, 'but until the technology becomes fast and convenient enough for consumers to download a wide range of films to watch on their TV on demand we are unlikely to see video downloading taking off.' However, she believes the time lag may have some positive results: 'The video industry has done well to wake up to the potential of the market well before it takes off to avoid the situation the music industry found itself in with illegal downloading, but there is some work to be done to make sure it is the next MP3 and not the next 3G.'

Findings are based on data for the period up to 15th October and cover British people aged 12 to 80. TNS is online at www.tns-global.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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