Public Value Assessment Cable Video on Demand Quantitative Research February 2006 Redacted for Publication Contents Demographic profile of users 2 Summary of PVA Scores 4 Overview questions Rating of overall quality of the BBC 6 How interesting or appealing service was to use 7 Should video on demand be provided by the BBC 8 REACH Likely frequency of usage of the service 9 QUALITY How innovative or original is the service 10 How distinctive or different is the service 11 Do you consider video on demand to be ‘excellent’ 12 PERSONAL IMPACT Extent it will change the way you use television 13 Whether video on demand will make lives easier 14 Usefulness of video on demand 15 CITIZEN IMPACT Impact on democratic value of the service 16 Impact on enjoyment of media 17 Impact on take up of digital television 18 Impact on helping society progress with technology 19 VALUE How much service is worth compared to other services 20 How much service Is worth to you personally 21 How much service is worth to society 22 Notes & Methodolgy 23 Appendix 24 Demographic Profile of Video on Demand Users The profile of video on demand users was relatively evenly distributed over the 25-54 age- bands. There was lower use among 55+ and low response from 16-24’s. No respondents were aged under 16. Age range of users 35% 30% 25% 20% 15% 10% 5% 0% 0% 8% 25% 32% 20% 12% 3% Under 15 15 -24 25 -34 35 -44 45 -54 55 -64 65 or over Sample size: 1,004 users Gender of users The sample was skewed slightly more female (54%). This represents TV viewing in general. Male 46% Female 54% Sample size: 1,004 users aged 16+ Location and working status The majority of responses were from users in England (78%). The remaining responses were obtained from Wales and Scotland. At the time of the survey the service was unavailable outside of England, Wales and Scotland. Sample was split across all three operators conducting the 7-day catch up trial. At the time of the survey NTL were taking 20hrs of BBC programmes every week and both Telewest and HomeChoice 50hrs of BBC programmes. NTL also carried BBC programmes which are series stacked – available for up to seven weeks after transmission Where do you live? 100% 80% 60% 40% 20% 0% 78% 11% 12% England Scotland Wales Sample: 1,004 users aged 16+ Split by operator HomeChoice 10% Telewest 40% NTL 50% Sample size: 1,004 users aged 16+ Summary of PVA Scores The overall average for the service of 7.5 out of 10 is reflected fairly consistently across all the questions asked. Strongest endorsement for the BBC providing this sort of service comes from the measures of quality and personal impact. Citizen impact was less valued and this may be because respondents were aware that as yet the penetration of video on demand is still niche as a proportion of the whole of the UK. Worth the BBC providing Help society to progress Add to enjoyment of media Encourage digital take up New way to access info on political and social issues Interesting or appealing Make my life easier Useful or beneficial Change usage of television for better Excellence Distinctive or different Innovative or original Overall rating of BBC AVERAGE SCORE 7.5 7.1 7.8 7.5 8.4 7.7 8.3 7.5 6.9 6.9 7.1 7.5 7.2 8.0 AVERAGE BBC APPROVAL QUALITY PERSONAL IMPACT CITIZEN IMPACT CITIZEN VALUE 7.5 7.1 7.9 7.6 7.2 8.0 0 2 4 6 8 10 12 14 16 18 sample: 1,004 users aged 16+ 1-4 5-7 8-10 Distribution of PVA Scores AVERAGE SCORE Overall rating of BBC Innovative or original Distinctive or different Excellence Change usage of television for better Useful or beneficial Make my life easier Interesting or appealing New way to access information on political and social issues Encourage digital take up Add to enjoyment of media Help society to progress Worth the BBC providing 7% 56% 4% 44% 4% 60% 5% 53% 4% 76% 5% 61% 3% 73% 11% 59% 9% 42% 12% 43% 11% 49% 6% 56% 10% 51% 4% 62% 0% 20% 40% 60% 80% 100% QUALITY PERSONAL CITIZEN CITIZEN IMPACT IMPACT VALUE Scored 1-4 Scored 5-7 Scored 8-10 BBC approval 4 48 44 Quality 4 32 63 Personal impact 7 34 59 Citizen impact 10 39 50 Citizen value 4 32 62 Overall average 7 36 56 Overall Rating of the BBC How would you rate BBC channels overall in terms of the quality of the programmes that the BBC broadcasts? 12 34 56 78 910 Worst Best Quality Quality 0% 0% 1% 1% 13% 12% 26% 33% 6% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% Average Score: 7.1 Total % scored 1-4: 4% Total % scored 8-10: 44% sample: 1,004 users aged 16+ How “interesting or appealing” users considered video on demand Please tell me how “interesting or appealing” you, and members of your household, find being able to access BBC programmes via this video on demand service. 12 34 56 78 910 Worst Best Quality Quality 1% 1% 3% 4% 15% 13% 20% 24% 8% 10% 0% 5% 10% 15% 20% 25% 30% Average Score: 6.9 Total % scored 1-4: 9% Total % scored 8-10: 42% sample: 1,004 users aged 16+ Whether Video on Demand should be provided by the BBC 40% 35% 30% 25% 20% 15% 10% 5% 0% 1% 0% 1% 2% 9% 9% 14% 21% 7% 34% 1 2 3 4 5 6 7 8 9 10 Not at all Very Bearing in mind that the BBC has to cater for a wide variety of audiences, to extent do you think BBC Programmes should be available via this ondemand service for the benefit of others and society as a whole? what Average Score: 8.0 Total % scored 1-4: 4% Total % scored 8-10: 62% sample: 1,004 users aged 16+ Frequency of usage of Video on Demand How often do you think you (personally), or members of your household would access BBC programmes via this on-demand service in the next 12 months, assuming it remains free to use? 73% 20% 3% 2% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% sample: 1,004 users aged 16+ Originality of Video on Demand To what extent do you feel being able to access BBC programmes on-demand via this on-demand service is “innovative" or “original"? 12 345 67 8910 Not at all Very 1% 1% 1% 2% 10% 9% 15% 23% 11% 27% 0% 5% 10% 15% 20% 25% 30% Average Score: 7.8 Total % scored 1-4: 4% Total % scored 8-10: 60% sample: 1,004 users aged 16+ Distinctiveness of Video on Demand To what extent do you feel being able to access BBC programmes via this on-demand service is "distinctive" and "different"? 12 34567 8910 Not at all Very 1% 1% 1% 2% 11% 11% 19% 25% 8% 20% 0% 5% 10% 15% 20% 25% 30% Average Score: 7.5 Total % scored 1-4: 5% Total % scored 8-10: 53% sample: 1,004 users aged 16+ Excellence of Video on Demand To what extent do you feel being able to access BBC programmes via this on-demand service is "excellent"? 1 2 3 4 5 6 7 8 910 Not at all Very 1% 1% 1% 2% 4% 3% 12% 21% 13% 42% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Average Score: 8.4 Total % scored 1-4: 4% Total % scored 8-10: 76% sample: 1,004 users aged 16+ Whether Video on Demand will change the way television is used Having access to BBC Programmes via this on-demand service could change for the better the way I use television 1 2 3 4 5 6 7 8 910 Strongly Strongly disagree agree 1% 1% 1% 2% 9% 9% 16% 27% 9% 25% 0% 5% 10% 15% 20% 25% 30% Average Score: 7.7 Total % scored 1-4: 5% Total % scored 8-10: 61% sample: 1,004 users aged 16+ Whether Video on Demand could make lives easier Having access to BBC Programmes via this on-demand service could make my life easier 12 345 67 8910 Strongly Strongly disagree agree 3% 3% 2% 3% 11% 6% 12% 21% 9% 29% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average Score: 7.5 Total % scored 1-4: 11% Total % scored 8-10: 59% sample: 1,004 users aged 16+ Usefulness of Video on Demand Having access to BBC programmes via this on-demand service is likely to be useful or beneficial 12 345 67 8910 A lot less A lot more favourably favourably 1% 1% 1% 1% 6% 5% 12% 27% 10% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Average Score: 8.3 Total % scored 1-4: 3% Total % scored 8-10: 73% sample: 1,004 users aged 16+ Whether Video on Demand has an impact on democratic value Thinking particularly about how people in general may feel about accessing BBC programmes via this video on demand service, how much do you agree or disagree with the following statement? “This service will provide a new way to access news, information and analysis about social and political issues and other current affairs” 12 345 67 8910 Strongly Strongly disagree agree 2% 2% 3% 5% 16% 10% 16% 21% 6% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average Score: 6.9 Total % scored 1-4: 12% Total % scored 8-10: 43% sample: 1,004 users aged 16+ Whether Video on Demand will add to the enjoyment people get out of the media Thinking particularly about how people in general may feel about accessing BBC programmes on this on-demand service, how much do you agree or disagree with the following statement? “This is the kind of service that will add to the use and enjoyment people get out of the media” 12 345 67 8910 Strongly Strongly disagree agree 1% 1% 2% 2% 11% 9% 17% 25% 9% 22% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average Score: 7.5 Total % scored 1-4: 6% Total % scored 8-10: 56% sample: 1,004 users aged 16+ Whether Video on Demand will encourage people to take up digital TV Thinking particularly about how people in general may feel about accessing BBC programming via this on-demand service, how much do you agree or disagree with the following statement? “Having BBC television programmes available on demand will encourage people to take up digital television” 12 345 67 8910 Strongly Strongly disagree agree 2% 3% 2% 4% 13% 8% 17% 20% 8% 21% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Average Score: 7.1 Total % scored 1-4: 11% Total % scored 8-10: 49% sample: 1,004 users aged 16+ Impact on helping society progress with technology: Thinking particularly about how people in general may feel about accessing BBC programming via this on-demand service, how much do you agree or disagree with the following statement? “This service helps British society to progress and stay up to date with new technology” 45% 40% 35% 30% 25% 23% 21% 20% 15% 14% 15% 9% 10% 8% 4% 5% 3% 2% 2% 0% 12 34 56 78 910 Strongly Strongly disagree agree Average Score: 7.2 Total % scored 1-4: 10% Total % scored 8-10: 51% sample: 1,004 users aged 16+ How much the BBC services are worth – summary of scores This graph shows the summary of scores excluding suggestions over £70, taken from the graphs on the next two pages. Video on Demand was valued slightly more amongst respondents than they perceived the service to be valued by society as a whole. Generally, asking about value to society all BBC channels and radio stations produced slightly higher results than when asking about value to individuals with the exclusion of video on demand. This is potentially because respondents were aware that the service is as yet unavailable to everyone across the UK. It is interesting to note the relatively high value that respondents placed on the BBC’s digital television channels in comparison to other services, This may be a result of a higher than average affinity to BBC television content. Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC digital TV channels – BBC3, BBC4, CBBC, CBeebies, BBC News 24, BBC Parliament • BBC national radio stations – Radio 1, Radio 2, Radio 3, Radio 4, Radio 5 Live • BBC digital radio stations – 1Xtra, 6 Music, BBC 7, The Asian Network, BBC 5 Live Sports Extra • BBC programmes available on demand Imagine you no longer had to pay the BBC licence fee. How much would the following BBC services be worth to you personally / society as a whole, Please tell is what you think e to the nearest pound per month? EXCLUDES all suggestions of over £70; half of respondents were asked each question. £10 £8 £6 £4 £2 £0 BBC1 BBC2 BBC digital BBC national BBC digital Video on TV channels radio radio Demand 6.44 3.94 6.56 4.86 2.46 4.71 4.92 1.50 4.06 3.12 2.48 4.44 Worth to you Worth to society sample: 1,004 users aged 16+ (split approx 50/50 worth to you v worth to society) How much the BBC services are worth to YOU – distribution of scores The graphs on the right show the number of people who offered a response for each value- band, expressed as a percentage of all responses. 16% of all responses felt video on demand was not worth any money at all. However almost the same response was received for BBC Two (19%) and BBC digital channels (15%). The BBC’s radio stations hold much less value. Interestingly just under a fifth of all respondents failed to give an answer to this question. Perhaps it is difficult for them to comprehend. Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC digital TV channels – BBC3, BBC4, CBBC, CBeebies, BBC News 24, BBC Parliament • BBC national radio stations – Radio 1, Radio 2, Radio 3, Radio 4, Radio 5 Live • BBC digital radio stations – 1Xtra, 6 Music, BBC 7, The Asian Network, BBC 5 Live Sports Extra • The BBC Open News Archive – the service we are testing 8 12 7 22 4 15 3 5 5 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 BBC ONE 16 4 6 1 3 0 1 1 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 15 20 10 16 4 8 2 3 5 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 BBC digital TV channels BBC digital radio £6.44 £4.86 £1.50 47 Imagine you no longer had to pay the BBC licence fee. How much would the following BBC services be worth to you personally, Please tell us what you think each of these is worth to the nearest pound per month? PERCENTAGE OF RESPONSES WHICH FELL INTO EACH VALUE-BAND 19 22 9 13 3 8 2 3 2 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 37 20 6 9 2 4 1 2 3 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 16 18 11 18 4 10 2 2 5 0 5 10 15 20 25 30 35 40 0 £1 or £2 £3 or £4 5 £6£ 9 10 £11£ 19 20 Over £20 BBC TWO BBC national radio Video on demand £3.94 £2.46 £4.71 sample: 503 users aged 16+ How much the BBC services are worth to SOCIETY – distribution of scores The graphs on the right show the number of people who offered a response for each value- band, expressed as a percentage of all responses. In line with the responses for individuals, video on demand was felt to be of no value to 18% of society. This is higher than the BBC TV channels but much lower than those claiming that BBC radio stations have no / limited value. Few people felt video on demand had a high value to society, with only limited responses in the higher bands (especially above £10). More people suggested amounts in the range up to £2. Full question descriptions (shortened for brevity on right): • BBC1 • BBC2 • BBC digital TV channels – BBC3, BBC4, CBBC, CBeebies, BBC News 24, BBC Parliament • BBC national radio stations – Radio 1, Radio 2, Radio 3, Radio 4, Radio 5 Live • BBC digital radio stations – 1Xtra, 6 Music, BBC 7, The Asian Network, BBC 5 Live Sports Extra • The BBC Open News Archive – the service we are testing 6 18 5 19 4 17 3 3 6 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over BBC ONE 32 22 6 9 3 5 0 1 2 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over 12 21 9 15 6 9 3 3 3 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over BBC digital TV channels BBC digital radio £6.56 £4.92 £2.48 Imagine you no longer had to pay the BBC licence fee. We would like to know what you think the following BBC services are worth to society as a whole. To help us understand this, please could you tell us what you think each of the services might be worth to the average person, to the nearest pound per month? PERCENTAGE OF RESPONSES WHICH FELL INTO EACH VALUE-BAND 16 22 11 15 6 6 1 2 3 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over 28 22 6 10 4 7 1 1 2 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over 18 22 9 14 7 9 2 2 3 0 5 10 15 20 25 30 35 0 £1 or £2 £3 or £4 5 £6-£9 10 £11£ 19 20 £20 and over BBC TWO BBC national radio Video on demand £4.06 £3.12 £4.44 sample: 501 users aged 16+ Notes and Methodology •NTL, Telewest and HomeChoice customers who had used the Pick of The Week, Teleport Replay or HomeChoice Replay service were interviewed between 10th and 17th of February 2006. •1,004 customers were interviewed; 504 NTL, 400 Telewest and 100 HomeChoice. The interviews lasted just under 10 minutes on average and were conducted over the telephone using contact names and numbers supplied by NTL, Telewest and HomeChoice. Y sample: 186 users aged 16+ Public Value Assessment Video on Demand Quantitative Research -Appendix February 2006 Other non BBC programmes watched via NTL Which other types of programmes do you watch on-demand? 75% 21% 15% 14% 6% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% Other Adult TV Hits Music Children/Kids Movies T sample: 186 users aged 16+ Other non BBC programmes watched via Telewest Which other types of programmes do you watch on-demand? 29% 41% 19% 48% 19% 39% 23% 31% 27% 27% 39% 22% 26% 3% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Other AdultSportNewsDramaEntertainmentKids/ ChildrenFactualLifestyleComedyMusicMoviesChallengeLivingBravo T sample: 155 users aged 16+ Other non BBC programmes watched via HomeChoice Which other types of programmes do you watch on-demand? 49% 64% 21% 30% 15% 28% 19% 36% 13% 28% 28% 28% 4% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% Other AdultSportNewsDramaCultEntertainmentKids/ ChildrenFactualLifestyleComedyMusicMoviesITV1 T sample: 47 users aged 16+