February 22, 2018
Subscription streaming video is a global phenomenon, spearheaded by Netflix, Amazon Prime Video and Hulu.
But a new survey suggests many consumers are frustrated by their streaming experience and would prefer downloading content, according to a survey conducted by Penthera, which markets download-to-go (D2Go) functionality.
Downloading content on portable devices enables users to view later without an Internet connection. Netflix, Amazon Prime Video and Hulu allow subscribers to download select original content.
The survey – based on 804 respondents in January – found that 92% of consumers have been frustrated trying to stream video, with issues related to buffering (65%), slow loading (40%), and placement of advertising (50%).
When issues arise, 53% of respondents said they give up on that streaming session; 26% said they stop using the unsatisfactory service; 11% will cancel their subscriptions.
“Consumers expect content anywhere, on any device, but delivery on that promise is still at the mercy Wi-Fi connectivity,” Dan Taitz, president and COO, Penthera, said in a statement. “Our survey shows that fewer than 9% of respondents said they are ‘never frustrated’ when streaming.”
Penthera found 39% of survey respondents said they would be more likely to subscribe to a service offering D2Go functionality; 34% said they would be more likely to watch programming from a service offering the feature; 18% said they would be less likely to cancel a service with D2Go.
Nearly half of those surveyed said they used download-to-go technology; 21% said the use D2Go to avoid depleting their mobile data plans; 17% don’t want to pay for Internet access at their destination on an airline or at a hotel; and 53% said they’d be willing to pay up to $5 per month to have download as a feature from their favorite streaming service.
“The survey data shows [respondents] see download-to-go functionality as an important tool in assuring the availability of their favorite videos, even if only used occasionally,” said Colin Dixon, analyst with nScreen Media.