Research Study: iTunes Video Failing To Duplicate Music Success

Discussion in ' News Discussion' started by MacRumors, Dec 7, 2007.

  1. macrumors bot


    Apr 12, 2001

    Forrester Research, Inc has released a new research study that is critical of Apple's iTunes video attempts, and states there is room for competition in the industry.

    Forrester conducted an online survey of 5,379 US and Canadian individuals aged 18 to 88. Forrester believes that only 4% of the online population buys iTunes videos, in contrast to a total of 19% iTunes store consumer population. Forrester acknowledges that while those 4% are satisfied with their service, the iTunes video store will remain a curiosity rather than a game-changer.

    One of the pitfalls mentioned is that there are currently easier ways to get [free] TV shows, including consumer DVR's and services like NBC Direct. Furthermore, Forrester calls out Apple's lack of a catalogue of hit movies. One result of Apple's video misfortunes is that although awareness of the AppleTV is at 45%, the purchase intent is only at 3%.

    In an open letter to Apple, Forrester suggests it's time to change their video game plan, including winning NBC back (background), adding a movie rental model (rumored), funneling more web content into iTunes, and supporting an advertising model for TV shows.

    Article Link
  2. macrumors P6


    Feb 3, 2005
    Right side of wrong
    maybe now they'll start offering HD video, so i can start buying :cool: :apple:
  3. macrumors 65816


    Mar 15, 2005
    I want HD content and movie rentals on the music store. And for :apple:TV I want HD or BR and surround sound support. Thank you.
  4. macrumors newbie

    Jun 28, 2007
    The choice of Movies on iTunes is pretty poor. Reminds me of years ago when our local store had a couple of shelves full of VHS video's for hire. The owner didn't think there was much of a market - and then Blockbuster arrived near by.
  5. macrumors newbie

    Apr 22, 2005
    it's failing because people rent movies, not buy

    and iTunes music is successfull because people buy music, not rent. Opposite consumer preference for each product.
  6. macrumors newbie

    Dec 7, 2007
    Why survey Canadians?

    Last time I saw, we Canadians didn't have access to any feature films on iTunes. Maybe if that changed, the statistics would improve.
  7. macrumors 6502

    Aug 20, 2007
    Las Vegas, NV
    iTunes won't present a serious alternative to piracy until they can lower the prices and raise the quality. Unfortunately, that's not really up to Apple.

    Every sensible person is aware that, regardless of ethics, a black market will appear if pleasant options do not exist. With the black market firmly in place, especially one as efficient and relatively risk-free as BitTorrent, is this news really surprising?

    The content providers and creators are still stuck on a concept of preserving their historic profit margins, even though it's clear to most of us that they'll have to compete with the (free) black market just to survive.
  8. macrumors 65816


    Feb 5, 2007
    Here we go again. The same moron analysts (mind you, not ALL analysts are morons... I'm an analyst :D) who said the iPod would go "nowhere", and then on scant third party data claimed iTunes sales were collapsing, are tooting their horn yet again about iTunes Video.

    Well, it certainly didn't die back when I posted this rebuttal on Slashdot to their earlier misgivings that they are simply repeating ad nauseum.

    While the Forrester article has the appearance of news, it's just more hot air to further discredit the internet as a source of newsworthy information.

    The strategy Apple is deploying is going to take some time to seep into the public consciousness, something Forrester doesn't grasp. iPods were not a success overnight... they were around for three years before they really took off... and it was that "doomed" iTunes Music Store that, once it found its footing, contributed to the success of the technological convergence model Apple is building upon. The same model of technological convergence that involves various pieces of the puzzle.

    The truth is, video sales have been stellar for Apple more than they have for any other online outlet. If anyone can make it work by sheer will, Apple has that ability. Note that I am not claiming what WILL happen in the future... I just think Forrester has a history of being a harbinger of nonsensical "research" and unsubstantiated conclusions.
  9. macrumors 6502

    Aug 20, 2007
    Las Vegas, NV
    A penetrating observation. Amazing to me that multi-billion dollar corporations can't seem to grasp what every young family already knows instinctively.
  10. macrumors newbie

    Jun 4, 2007
    In the North
  11. macrumors member


    May 12, 2006
    Nova Scotia, Canada
    US *and* Canadian individuals? We're still not able to purchase video in canada, beyond pixar short films, and music videos. I ordered an AppleTV at launch, because I thought Apple would finally start selling video in Canada. How wrong I was. Here I am, nearly a year later, and my AppleTV is still under utilized because I can't buy video to play on it. If video were available in Canada, I would easily spend $50-$100 a month on tv/movies.
  12. macrumors newbie

    May 23, 2004
    Video quality and resolution are important to me. This 640 pixel wide crap is for the birds.
  13. macrumors 68000


    Jun 24, 2004
    yes, that's what people want - more adverts!

    Oh, and $279 to read the article, I think I'll pass.
  14. macrumors member

    May 3, 2006

    If they ever offer HD TV shows at reasonable prices, I will drop my cable subscription.

    If they ever offer a "rental" model for movies I will drop Netflix.

    If they offer HD movies for purchase, I'll start buying movies again and stop worrying about the high def disc format wars.
  15. macrumors G5


    Jun 27, 2007
    Um, this "research company" almost never have good Apple related report.

    They are just trying to grab headlines with negative news.

    Last week they said "iTunes needs NBC back", when in reality iTuns is what made NBC's shows popular.
  16. macrumors 6502a

    Jan 19, 2004
    i'd use iTunes for movie rentals, because there's no way to get the movie onto external media for playback, only just as a backup, and i don't have near the space to begin buying movies and actually holding on to them. and at that point if i'm just holding on to movies while the rental is good, they might as well be DVD quality at least. HD would take too long to download.
  17. macrumors regular


    Oct 18, 2003
    I hate Ads in TV shows. I once tried to watch The Office on the new NBC website, and the excessive ads sucked. Why do we have to see ads on PCs/Macs ? I'd gladly pay some money instead of forced to watch ads.
  18. macrumors 6502

    Sep 22, 2003
    That's exactly what I thought when I read that. "Why interview Canada? We don't have videos in iTunes. If we did, I'd buy em like cah-razy!". :)
  19. macrumors 65816


    Feb 5, 2007
    While I'm not convinced of roughlydrafted's sense of journalistic integrity (they get info wrong too) they do make some very good points about McQuivey which I've made previously on Slashdot... see my above post.
  20. macrumors 6502


    Jan 12, 2005
    The :apple:TV needs to have HD and 5.1 surround support, and then I'll pick it up. Most people have setups like that these days, so there's no reason why the :apple:TV shouldn't have it.
  21. macrumors member

    Dec 17, 2002
    Quite simply...
    People want to own music.
    People want to rent movies.

    Maybe not everyone... but in general. Those 2 rules apply very well.

    Make an :apple: TV with DVR, sell it dirt cheap, and sell a subscription based rental services and apple would do to movies what they did to music.
  22. macrumors P6


    Apr 1, 2005
    Space--The ONLY Frontier
    That's exactly what the industry wants.

    iTunes does need NBC back and Jobs better give in.

    Everybody hates ads except the advertising industry and the studios that pay them money.
    I've been testing for a while now and it works rather well utilizing flash,java and the H.264 codec. NBC has actually done a good job.
  23. macrumors regular


    Jan 10, 2006
    My Apple TV has been gathering dust the past few months, unless something changes it will continue to do that.
  24. macrumors 68040


    Mar 29, 2004
    Manchester, UK
    From a UK perspective the price ($ almost equals £ ?!) is a massive put off.

    Most people here have DVRs now anyway. Apple need to get into that. However, they won't because it is contrary to their business model.

    Edit: Remember it's people's own CDs that filled iPods and made that device popular (at least initially). If Apple could do the same for DVDs and had DVR functionality in AppleTV then they'd be selling lots of AppleTVs (and maybe even more Mac Minis as home servers for this content). Off the back of that they then have the foothold to sell stuff on the store.
  25. macrumors 604


    Apr 21, 2003
    Its not suprising since Video is only available in two countries - the UK and u.s.

    Also, it doesn't help that NBC content has gone...

Share This Page