Amazon Prime Instant Video suffers from rebranding

April 21, 2014 12.01 Europe/London By Robert Briel

Modern-Family-blank-lo-resThe rebranded Lovefilm service is down to 6% of consumers after its rebranding to Amazon Prime Instant Video.

According to Decipher Media’s latest Mediabug Wave 4 Netflix’s membership has continued to rise; now 14% of consumers have a subscription.. In the last 6 months, those only on a free trial has reduced from 39% to 25% of their base

Sky On Demand has the largest share of usage of all TV Video On Demand services by rapidly expanding its base of broadband connected set-top boxes. Sky’s VOS services now claim 24% of the market excluding PSB content that is also on there. BBC iPlayer follows with a 16% share from its cross-platform range of services and apps, which include Sky On Demand.

Tablet ownership has been growing steadily for a number of years. As of Wave 4, they have surpassed smartphones in the number of consumers who use them to watch video regularly. Smartphones, in the meantime, have flatlined and there is no indication that tablets are slowing down, having also past the 50% mark in general ownership

Two new devices to arrive recently have been the Now TV box and the Google Chromecast dongle. Edging into a crowded device landscape, they both offer new ways to get VOD content to the TV screen. 2% of the online population now own a Now TV box, and Chromecast owners are expected to be more than 100K.

Despite the flurry of new innovations and behaviour, much of the activity is still confined to the 16-34’s. For older age groups, VOD and EST (electronic sell-tru) behaviour still drops off dramatically.