Furthermore, one in two of those who access on demand content pay for it.
The most heavy daily viewing of VOD content is found among the 16-24 age group, with the total rising from 29% in 2017 to 42% this year. Furthermore, the popularity of on demand is being driven by such services as Netflix, which is known to 80% of respondents to Wavemaker’s study.
The other most recognised brands are HBO Go (77%), CDA Premium (57%) and Amazon Prime (31%), with Netflix and HBO Go having seen an increase of over 20 percentage points in recognition in the last year and a half.
Significantly, over half (53.3%) of those who pay for on demand content prefer to do so with a monthly subscription.
This is followed by 6.4% with a weekly subscription, 6.2% with a daily subscription, 24.3% a one-off fee (for a clip, for instance) and 9.7% for a package of clips.
The most popular reason for watching VOD is the lack of advertising (47%), followed by it offering the best movies (46%).
Streaming continues to be the most popular way of seeking out long-form content (80%), with torrents, becoming increasingly less popular, accounting for 20%.