RTÉ Player is Ireland’s most popular Video on Demand (VOD) service with weekly use growing by 55% since 2011.
An engaged and young audience, with nearly one million users.
27th February 2013 – A second wave of unique research carried out by B&A www.banda.ie on the Irish market confirmed that RTÉ Player www.rte.ie/player is the most popular VOD service in Ireland, with over 50% more users than their nearest competitor. RTÉ Player has almost 1 million Irish adult users (15+) , half of whom use the service once a week or more. The number of weekly users has grown by 55% since 2011. The survey which was carried out in Q4 2012 also highlights a highly engaged audience. RTÉ Player is most popular amongst younger audiences with Comedy and Drama being their favourite genres.
“We’re seeing the frequency of use for RTÉ Player increasing with a significant step-change in our weekly viewership which has grown by 55% since 2011”, said Conor Mullen, Commercial Director, RTÉ Digital, “In addition, group viewing is trending upwards, with almost one in three watching player with other people.”
Seen as an effective medium for advertising, the survey also cites that 40% of RTÉ Player users agree that RTÉ Player is a great place for prominent brands to advertise, and 38% have a more positive opinion of products and services being advertised. Advertising impact was strong, with 41% users more likely to find out more about an advertised product.
“We believe the service has an extremely strong content offering, with over 500 hours of content available to audiences on any given day, in an uncluttered, clean and easy to navigate environment, available on multiple platforms”, continued Mullen, “This coupled with the growing popularity of VOD as a form of media consumption, favorable audience demographics, and cutting edge ad formats, makes us a very attractive proposition for advertisers right now”.
“The RTE Player has performed remarkably well over the twelve month period between the 2011 and 2012 surveys. In an increasingly competitive VOD market the RTÉ Player has managed to significantly grow its weekly user base,” stated Ian McShane, Managing Director, Behavior and Attitudes. “This statistic, coupled with the very high levels of satisfaction expressed by users of the RTÉ Player, would suggest to us an increasingly engaged audience”.
About RTÉ Digital
A central part of this strategy is to ensure RTÉ’s content is available wherever and whenever the audience requires. RTÉ Digital has harnessed the collective digital expertise of the organisation to bring high-quality content and services to Irish and international audiences across a range of platforms, devices and markets. In addition, RTÉ Digital manages and is developing its stable of industry-leading digital platforms and services RTÉ.ie, RTÉ Player and RTÉ News Now.
RTÉ Digital’s key priorities are to meet the needs of audiences now and in the future through innovation and technology, engagement with social media, and by playing an active role within the Digital Economy. The division also seeks to develop partnerships with industry-leading companies and organisations, in the areas of technology, design, device manufacture and content provision.
About the Research
Conducted by B&A (Behaviour & Attitudes) www.banda.ie in Q4 2012.
Background and Objectives
l This study builds on the findings from similar research in December 2011.
l The research focus was to deepen understanding of the RTÉ Player Irish audience.
l The objectives for the research may be summarised as:
v User understanding:
v An investigation into current users’ appreciation of the RTÉ Player experience and the role it plays in their broader media consumption.
National Barometer Survey
- A national survey of 1,000 adults aged 16+ to deliver accurate estimates of RTÉ Player awareness, understanding, usage, and evaluation relative to the competitive set. These findings were ultimately used to deliver rigorously based population projections for findings from the online survey.
RTÉ Player deep dive online research
l 524 interviews representative of the Irish online population
l This research provided a detailed profile of RTÉ Player users and an assessment of their user experience
Media enquiries :
Caroline Stephens, RTÉ Digital Communications Manager