Consumers’ claimed use of VoD services stood at 34% in the US; 29% in France
Viewers now have a variety of platforms over which they can get access to audio-visual content on an on-demand basis. This includes devices that connect directly to the internet (see Section 3.1.5 for an analysis of those who access TV content over the internet) and delivery of content over cable or IPTV infrastructure. The content they can access includes that which is available through free catch-up services, alongside those which are paid for.
In some countries, viewers are now accustomed to accessing on-demand content. In the US, over a third (34%) of consumers claim to personally use a service of this type, while the comparable figure in France is 29%. Just under a quarter (24%) of UK consumers make the same claim. Taken together, consumers in these three countries are far more likely than any other to claim they personally use video-on-demand services. In Italy, the comparable figure in 2011 stood at 14%; 9% in Germany and 8% in Australia.
Over time, the popularity of video-on-demand services rose furthest, by 4pp in the UK to 24% of all consumers. In France, from a comparatively high base, the increase was 2pp. Growth was, however, far higher in those countries where use of video on demand has yet to reach a mainstream audience - rising by a third in Germany and in Italy.