Consumers are increasingly willing to pay for online streaming services, according to KPMG’s latest Media & Entertainment Barometer.
The survey says that 64% of respondents would be willing to pay for films online, an increase of four percentage points on March 2011.
BBC iPlayer currently has the highest level of awareness with nine in ten people having heard of the online streaming service, followed by ITV Player and Lovefilm.
“Judging by our survey it seems that new entrants into the UK market have got their timing right,” David Elms, head of media at KPMG commented. “The foundations for online streaming services to be successful appear to be set. Not only is awareness and usage of streaming high, but willingness to pay for content has increased too”.
Evans cautioned that by the end of 2012 everyone in the UK will have digital terrestrial TV – the figure is already over 90% – and many households will decide that this is sufficient.