The NPD Group reports that awareness and satisfaction of UltraViolet is on the rise with American consumers. According to NPD’s “Digital Video Adoption Monitor Report,” 44 percent of U.S. consumers have heard of UV or recognize its logo. That marks a nine percent increase over last year. Consumers pointed to DVD and Blu-ray packaging as the primary source for raising awareness. NPD notes that 91 percent of current UV users indicate they are satisfied with the service, up eight percent from 2013.

Ease of setting up UV experienced a five percent bump, with 83 percent describing UV activation as “easy.”

“As satisfaction and ease of activation increases, users are more apt to continue to add to their UV libraries,” reports Advanced Television. “According to the report, users’ UV libraries increased from an average of eight titles to 10, and the ‘more engaged’ UV user is also particularly likely to be purchasing more digital and physical content today than they did a year ago.”

“As the physical disc represents a significant, but declining, part of the sell-through mix, UV offers a bridge for consumers to have both physical, as well as digital acquisition of video,” said Christopher Coby, analyst with The NPD Group.

“As awareness and satisfaction increases, there is clearly a segment of consumers who value the proposition that UV offers: the opportunity to keep a library as backup, have an access hub for content that is stored and may be viewed from a variety of traditional and mobile devices, and access TV and movie content acquired from a variety of retailers,” he added.

UltraViolet users also cited areas that could use improvement, such as a new approach to accessing multiple sites to redeem different disc-based codes, the need for multiple logins, and confusion regarding how to link libraries to various redemption sites.