What is on-demand television or video on demand?
On-demand television, also known as video on demand (VOD), is a service that allows users to access and play audiovisual content, such as series, films, documentaries or any other type of content, at any time and place, from any device connected to the internet, without having to depend on fixed programming schedules.
Unlike traditional and/or linear television, where viewers adapt to the TV schedule, here the content adapts to the user, who has an infinite ocean of possibilities in multiple languages and from multiple sources.
How has this model changed the way people consume television products?
VOD has radically transformed our consumption habits. Now, binge-watching an entire series in one afternoon is possible, and channel hopping has ‘evolved’ into an exploration of infinite catalogues.
Flexibility and personalisation have replaced the rigidity of linear programming, and the experience has become much more interactive and social, thanks to the proliferation of screens and devices available.
In addition, the ability to pause, rewind or fast-forward content has given viewers complete control over their time in front of the screen.
However, at the same time, we have lost the magic of gathering the family in front of the TV, usually in the living room, and discussing the previous day’s episode of ‘Farmacia de Guardia’, “Periodistas” or ‘Los Hombres de Paco’.
What are the main features?
- On-demand access: users choose what, when, how and where to view content.
- Multiplatform: available on PayTV (through operators’ decoders), Smart TV, mobile phones, tablets, computers, consoles and connected TV devices (e.g. FireTV).
- Extensive libraries: thousands of titles available, from new releases to classics.
- Interactive features: pause, fast forward, rewind, create personalised lists.
- Different access models: subscription, pay-per-view, free with ads.
What different types are there?
Video on demand can be divided into four main types:
- SVOD (Subscription). Unlimited access through a monthly subscription (e.g. Netflix, Prime, HBO Max, Disney+).
- TVOD (Transactional). Pay per individual content (rental – usually valid for 24/48 hours or digital purchase).
- AVOD (Ad-supported): Free content financed by ads (e.g., YouTube).
- Catch-up TV. TV programmes available for a limited time after broadcast because they are recorded either on the device’s memory or in the cloud.
How will this method of multimedia content distribution continue to evolve?
Everything points to it becoming an increasingly personalised and immersive experience. Artificial intelligence and BI are already refining recommendations based on tastes, mood or time of day.
Emerging technologies such as virtual reality and augmented reality promise to transform passive consumption into interactive experiences, where viewers can even influence the development of stories. In addition, integration with voice assistants and the expansion of interactive content will mark the next stage.
What role does the evolution of new technologies play?
New technologies are driving this change. The evolution of interfaces has made on-demand access intuitive and universal. AI is already personalising the experience, while compression and transmission algorithms allow high-quality content to be viewed, even on modest connections. Movistar Plus+, for example, offers a disruptive experience in television through Living Apps, which are interactive applications available on the Movistar Plus+ television menu that allow users to access content and services in a simple, immersive and personalised way, without the need for additional devices. In the ‘Apps’ section, you can find numerous shopping, leisure, entertainment, education, culture and Movistar services. Some examples are: Amazon, X, LEGO, LinkedIn Learning, IKEA, Adolfo Domínguez, Amautas, Movistar Cloud, Smart WiFi, etc.
What is the origin of this paradigm shift?
The origin lies in the convergence of technological advances (with the massification of the internet and smartphones) that have clearly brought about major changes in social habits.
The transition from analogue to digital television, the arrival of high-speed internet and the proliferation of screens per user with continuous interaction throughout the day, not just focused on consumption at home, have fragmented the audience and meant that, in a short time, players such as OTT (over-the-top) platforms, both paid (Netflix) and social media (TikTok), distribute content directly to users without traditional intermediaries and capture their attention. This process has forced conventional channels to reinvent themselves and adopt hybrid models.
What role do social media play in this type of television consumption?
Social media has amplified the on-demand television experience, although its main role is as a space for conversation and recommendation rather than pure discovery.
The phenomenon of ‘social television’ connects viewers in real time, generating communities and trends around series and programmes. Although word of mouth and traditional advertising remain the main channels of discovery, social media enhances virality and engagement, especially among users commenting and sharing what they see as they consume it.
In short, on-demand television has made the viewer the true protagonist of entertainment, with unprecedented power of choice and personalisation. Technological innovation will continue to push the boundaries of what is possible, and the future of audiovisual entertainment will undoubtedly be increasingly tailored to individual tastes.
