A new survey has brought out that Sky Player is considered as the least user-friendly video on-demand (VoD) service among the services provided by the U.K. broadcasters.

The VoD services were examined by Webcredible's report broadcasted by BBC, Sky, ITV, Channel 4, Channel 5 and STV. Among the all, Sky Player were given the lowest scores, while the BBC's iPlayer bagged the top position.

The evaluation of the six sites was made on the basis of 10-set criteria and it was assessed that how popular the VoD services were across various channels. Along with that, the easiness to search the programs and the support provided were also evaluated.

For rating Sky low, one specific reason was its elucidation of the subscription packages.

As per the report, most of the sites performed fairly well achieving an average score of 4 out of 5 in facilitating viewers to search for their favorite programs.

It was also discovered that though VoD service is getting popularized with people, no efforts have been employed by the websites, like offering flexible viewing options and added features, so as to increase the viewer's base.

As distinct sites employ different business models, viewers often land into a scenario of puzzlement as which site to chose.

“The lack of engagement is particularly important for broadcaster VoD to compete with sites like YouTube and new market players such as SeeSaw”, said Trenton Moss, Director of Webcredible.