PORT WASHINGTON, NEW YORK, MAY 14, 2015 - According to The NPD Group’s Digital Video Acquisition Monitor (UltraViolet) report, 13 percent of UV users report buying digital video via websites and apps (electronic sell-through) more often because of UV, a three point increase over the past year. In addition, almost one-in-five (19 percent) of UV users report buying more discs because of their experiences using the UV platform.
UV users’ positive experiences are at the root of the increased activity. For the second consecutive year, satisfaction with UV continued to grow, with 51 percent of users reporting they are “Very Satisfied” with the service, up 5 points from one year ago. The ease of setting up UV remains high for the majority (84%) of users, and once enrolled, UV users tend to stay active via accessing their library or intending to add to it.
“Satisfaction among UV users continues to grow, and intention to continue use remains strong, as four-in-10 users plan on using the service more often. As result, we are seeing the positive impact UV has on digital transactions,” said Vincent Moy, director of industry analysis, entertainment at NPD . “As UV brings in new users, and existing users continue to grow their digital collections, the service is a catalyst for increased migration from discs to downloading.”
The service resonates among video consumers, particularly “engaged” viewers and earlier adopters. UV user profiles skew toward younger males in family households, as this demographic buys more, streams more, and spends more time with video overall.
As UV enters its fourth year, there are some clear avenues for growth. Familiarity with UV increased four points compared to a year ago, yet only eight percent of adults have used it. While there is a large pool of active video consumers who are already aware of Ultraviolet, the majority have not yet started using UV.
“Converting these consumers to trial is the next logical step of progression for the service,” added Moy. “UltraViolet’s performance to-date signals potential gain for retailers who actively promote the service, but the challenge will be in attracting and converting new users, which can be done through showcasing UV’s many benefits and title selection.”
The report summarizes key findings from an 8,194 UltraViolet-respondent survey conducted in February 2015. Additionally, data was collected from 10,354 respondents from NPD’s online survey panel, most of who were not registered for UltraViolet. Data from this survey group was weighted to represent U.S. population age 18+.If you have any questions about this article, contact us.
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