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The recent proliferation of cloud storage options and digital locker providers has seen consumer interest in these services soar, according to a new report from UK-headquartered professional services provider PricewaterhouseCoopers (PwC).

The ability to explore new and innovative ways of purchasing, archiving and retrieving digital media such as video and music has driven consumer awareness of them, with a recent survey by PwC finding that two-thirds of respondents reported that they now feel confident about their awareness and understanding of the concepts of both “digital storage” and “cloud storage.”

The growing interest in digital lockers appears to be fuelled by consumer desire for mobile access to content, especially the ability to stream, download and share content on multiple devices, according to PricewaterhouseCoopers.

In particular, consumers are believed to be interested in storing and sharing existing personal content: storing and accessing film and TV content is not yet as appealing, according to the report, which points to historical physical rental and sell-through models as proof.

However, while awareness has increased, consumers still lack a strong understanding of the benefits of video content digital lockers or the rights that come with ownership, according to the report. They also appear unwilling to pay for such services, though their desire to ubiquitously share content may present future revenue-generating opportunities, adds PwC.

Ultimately, the success of digital lockers is predicted to hinge on whether providers can match the benefits with consumers' desire - and whether they can ensure that consumers fully understand the value of digital lockers for all types of content.


These issues and more will be covered within the stream "Cloud TV and Cloud Consumer Services" at the IP&TV World Forum 2012 event, taking place in London on 20th-22nd March. For more information and to register, please visit www.iptv-forum.com

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