OTT Users Prefer Live Video to Video On Demand
We launched TVX at the start of 2017. Trusted by the biggest media companies to pioneer the new OTT landscape, we combed through over 5,400 hours of end user data to pull insights into user engagement, actions, choices, and preferences while in our partner’s apps.
In theory, we expected the results of this early data analysis to lean towards User Selected Videos, but in practice, users don’t always want to choose, and just like to watch Live TV.
The beauty of a branded VOD app, like Outside TV Features or LittleThings, versus a VOD app like Netflix or Hulu, is that we offer users more than a “you choose” model, by simulating the best of a broadcast channel with Live TV with a multitude of seasons, series, and episodes On Demand.
TVX gives video publishers the option of utilizing Live Video feeds or Simulated Live Video feeds, both of which give the user the same satisfaction of Live TV without needing to make much of a choice.
Here are interesting stats from our study…
- 57% of users launched OTT apps and watched Live Video, in contrast to 43% of users who chose a specific VOD.
- An average users plays 3.5X the amount of live videos than VOD.
- During an average session, there are 4X the amount of live videos played than VOD.
- 74% of most watched videos occur in the Live section.
- The average session duration of a user is 12 minutes and 20 seconds.
For more information on TVX, app performances, or to get a demo of our pioneer OTT product, email us at hello@mazdigital.com.

