Once again content has proven to be king when talking about the choice drivers for online video services. According to a major study performed by Strategy Analytics (www.strategyanalytics.com) and Piksel in the second quarter (Q2) of 2015, 52 percent of viewers are driven by a "content related" factor when looking for an online video service of preference.

Such factors could be related to the type of content (whether the service includes full TV series and movies, live content, or user generated content) and the size of the content library. By contrast, price and pricing options account for only 39 percent of consumer choice. 

Understanding the importance of these consumer-choice-drivers is key to minimizing risks when building a new OTT [over-the-top] video service, says Strategy Analytics. But even more revealing is the importance of having a stable platform to provide a seamless and undisrupted user experience. The majority of viewers believe that user experience-related factors, such as reliability of the service (no buffering, no delays), ease of use (friendly user interface and broad device support), and video quality, are very important, according to the research group.

Understanding the importance of these consumer-choice-drivers is key to minimizing risks when building a new OTT video service. But even more revealing is the importance of having a stable platform to provide a seamless and undisrupted user experience. The majority of viewers believe that user experience-related factors, such as reliability of the service (no buffering, no delays), ease of use (friendly user interface and broad device support), and video quality, are very important.