Video On Demand

Video on demand is a service in which viewers can choose and enjoy filmed entertainment whenever and wherever they want through the media of television, phones, tablets etc. Examples of this include Netflix and Amazon Prime, as well as TV catch up services such as BBC iPlayer and 4OD. You can install the application for these services not only on Smart TV’s, phones and tablets but also through means of devices like the Apple TV and games consoles.

The viewing trends for video on demand are actually quite interesting, however the survey that we looked into was conducted through the viewership of the 2014 world cup, which I believe would cause a drastic difference in statistics. The world cup was viewed most by iPhones, at 39.5% of all viewership. This was not a surprise to me, often people will check up on the games and the scores of them throughout the course of their day on their phones. If the survey had been conducted on a film or TV series then I believe that the viewership would have mainly come from TV’s and desktops. I can support my opinion using the the second survey we studied, which showed that more people were shown to use on demand services on tablets and desktops than smart phones, both on YouTube and Netflix.

The final research into viewing trends that we discussed was about the ideal lengths of media content, such as Youtube and Podcasts. It states that the top fifty videos are roughly around 2-3 minutes and so the ideal length of a YouTube video is the same. I personally do not completely agree with this as the top fifty videos are a mix of music videos and viral videos, which are very different to the majority of content uploaded to YouTube. The most subscribed to YouTuber at current time uploads gaming videos, usually between 10-15 minutes. The algorithm of YouTube dictates that videos with a higher audience retention will more likely to be promoted and seen more across the website than a video with a lower retention and more views. Therefore, longer videos are more likely to have a longer retention and gain more views. On the other hand, people are less likely to click off shorter videos and more likely to watch the entirety of the video, which can also increase popularity. In conclusion, I believe there is no right length for a YouTube video as different content requires different lengths and all length of videos can gain popularity.


The demographics for the share of audience in ages viewing TV and Video On Demand surprised me. I expected the primary audience of 18-34 year olds for VOD but I did not expect the secondary audience of VOD to be 50-99 year olds, I expected it to be a much younger audience that grew up with technology. These audiences definitely fit in with our intended audience for the design to sell project, as our target audience for sales will be parents of students approximately between 30-50 years old, our secondary audience will be slightly older individuals such as grandparents of students or individuals with no association to students attending the college and just want to browse at the art that the college has produced.

Knowing where, what and how viewers are watching is helpful for completing this project because it allows us to shape the content into something that is more likely to gain attention and views. Subsequently, this will hopefully produce revenue, however even if it does not, we will have learned what it means to mould content into something that we can make a profit from.




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