Published December 6th, 2017
More than 50% of US OTT subscription households subscribe to multiple OTT video services, according to Parks Associates.
Of these multi-OTT households, 81% use Netflix plus some other service or combination of services, typically Amazon or Hulu.
“Not only are more households subscribing to OTT video services than ever before, but also the average number of subscriptions per household is increasing as well. The OTT video pie getting bigger, and it is getting deeper as well,” said Brett Sappington, senior director of research, Parks Associates.
“What we are seeing is consumers adding to the number of sources that they use to access interesting content. This growth is critical. It means that video services do not necessarily have to displace a Netflix or other large service in order to gain market share. Services can potentially find success as a complementary offering as well.”
“A common assumption is that consumers who pay for multiple subscription OTT video services would not need to, or have time to, use free OTT video service options. Yet, we find the opposite to be the case. Only 30% of households subscribing to one subscription service use at least one free, ad-supported online video service,” Sappington said.
“That number jumps to 47% of households subscribing to three subscription services and 63% if a household subscribes to five or more services.”
Parks Associates’ OTT Video Market Tracker has research services for North America and Europe to track the content offerings, business strategies, and subscription numbers for OTT services in these regions. Additional data from these services include: with the exception of Netflix and Amazon Prime, OTT services are experiencing churn rates exceeding 50% of their subscriber base. 69% of US broadband households subscribe to at least one OTT video service (3Q 2017). More than 50% of US broadband households that use OTT services subscribe to multiple OTT video services, compared to 20% in 2014.
Source: Broadband TV News
Aug 15, 2017
According to new research from The Diffusion Group (TDG), binge viewing — that is, viewing more than one episode of a TV series back to back — is rapidly becoming universal, with nearly nine-in-ten ABUs binging at least occasionally. But the frequency of binge viewing skews strongly in favor of younger adults.TDG's new analysis, Binge Viewing - A Consumer Snapshot, identifies and profiles three groups of adult broadband users in terms of their binge viewing habits.
Heavy Bingers (binge daily, comprise 14 percent of ABUs),
Medium Bingers (binge monthly but not daily, comprise 51 percent of ABUs), and
Light/Non-Bingers (21 percent of ABUs that binge less than once a month, 14 percent that do not binge at all).
Importantly, TDG analysts found that the frequency of binging is strongly correlated with the viewer's age. For example, 58 percent of Heavy Bingers are between the ages of 18 and 34, while 56 percent of Light/Non-Bingers are age 45 and older."The fact that 31 percent of Heavy Bingers are between the ages of 18 and 34 further illustrates just how different millennial viewing habits are from those of older generations," notes Michael Greeson, President and Principal Analyst at TDG. "For more than a decade, TDG has predicted and observed a structural transformation in what it means to 'watch TV,' with viewing behavior slowly changing from an activity defined by flipping between different live shows on different networks, to one characterized by on-demand binging of individual series."As these consumers age and younger generations steeped in quantum habits follow behind them, Greeson argues that this behavior will only become more prominent, further impacting programming and distribution strategies.View TDG's latest analysis of contemporary viewing behavior, Binge Viewing - A Consumer Snapshot for an insight into the different segments of binge viewers — who they are, how they behave, and what drives their decisions and preferences.
Source: TDG Research
Apr 21, 2017
Mar 25, 2019