Epix Survey: Multiplatform Viewing Reflects Mass Market Behavior

Majority of subs report watching movies online

By David Tanklefsky -- Broadcasting & Cable, 5/10/2010 12:01:00 AM

Multiplatform entertainment service Epix says multiplatform movie viewing has reached mass market, according to the results of a consumer survey the company conducted.  Two-thirds of subscribers to the service report viewing movies online while 59% say they view entertainment programming on linear TV, on-demand and online.

The study also found that the average age of Epix subscribers viewing content online is 36, more reflective of the average premium viewer's age, regardless of content, Epix said. 

"As the entertainment viewing experience evolves and technology advances, consumers are changing as well, making new choices about viewing programming and forming new habits that include the ability to watch movies on multiple screens," said Epix President Mark Greenberg, in a statement.

The survey also looked at what viewers expect out of a multiplatform service in addition to those viewers behaviors.  Seventy-five percent of respondents said multiplatform availability for movie content was an important attribute.  Forty-five percent ranked it as the second most valuable feature (first was access to hi-def programming).  The third most important attribute, according to consumers, was the ability to watch content on their own schedule.

On-demand is Epix users' preferred method of viewing (43%), while 39% chose linear TV and 19% preferring online.  The survey found that TV was the preferred platform for shared viewing, while online viewing is often first choice for individual consumption.

The results came from a nationwide survey of more than 500 Epix subscribers.  It was conducted by Ipsos OTX MediaCT in April.