The latest Mediabug Wave research has revealed that Netflix and Sky are setting the pace for the UK's online video and on-demand sector respectively.
The fourth edition of the research has shown that Netflix and arch rival Amazon are moving in opposite directions when it comes to the UK's online video market. Thanks in the main to the boost it received from being available to Virgin Media's TiVo subscribers, 14% of UK online video consumers have a Netflix subscription while that of LOVEFiLM, now part of Amazon under the Prime Instant Video brand, fell to 6%. The research also showed that the over-the-top (OTT) leader grew its paid-for base. Over the last six months, those on a free trial dropped from 39% to 25%.
In the on-demand sector, Sky's recent expansion strategy — part of which has been to increase its base of broadband connected set-top boxes and broaden its content library — has been fruitful for the pay-TV giant. The Mediabug Wave research revealed that Sky captured nearly a quarter (24%) of UK on-demand usage followed by the BBC iPlayer with a 16% share from its cross-platform range of services and apps, which also include Sky On Demand.
There was also good news for Sky with regards to its NOW TV box which gives access to the operator's premium on-demand content. Less than a year after launch, 2% of the UK's online population now own a NOW TV box. This compares favourably to Google Chromecast owners who are expected to number around the 100,000 mark.
