Published November 22nd, 2017
Over-the-top video services have overtaken TV set-top boxes as the primary place where consumers watch their favorite shows, according to the 2017 ”Conquering Content” study from Hub Entertainment Research.
The survey was conducted in October and included more than 2,200 households that have broadband and watch at least five hours of TV content per week.
Hub has run the study every year since 2014, focusing on consumer video and entertainment trends.
In 2014, 64% of respondents said they watch their favorite show on a TV set-top box, compared to 31% for an online video source. This year, for the first time, online video has overtaken the set-top box, with 52% of respondents saying they watch their favorite show on an online service, compared to 48% who watch on the traditional platform.
One major reason for the shift is that online streaming platforms like Netflix and Amazon are aggressively investing in original content.
“These findings suggest that the aggressive investment SVODs are making in original and exclusive content is paying big dividends,” said Peter Fondulas, co-author of the study and principal at Hub, in a statement. “In this research and other recent studies, we see clear evidence that high-profile online exclusives generate buzz that draws consumers to these platforms, which not only helps attract brand-new subscribers but also builds loyalty among current customers.”
All told, 29% of respondents said their favorite show was on Netflix, compared to 14% in 2014. Likewise, live viewership is trending down, with 31% of respondents saying they watch their favorite show live, compared to 45% three years ago.
On behalf of 24i, Contentwise, MPP Global, Fincons Group and Horowitz Research we would like to thank you for attending OTT day in Los Angeles last week. We hope you enjoyed it as much as we did. We've gathered some pictures from the event, view them here.
Across a half day, OTT Day offers a free to attend summit that informs, inspires and connects members of the video, media and technology community with a combination of unique networking features and a high-level speaker program. The OTT Day in LA brought together some of the brightest minds in the industry, who shared insight and knowledge into the technology and business opportunities in the OTT ecosystem.
OTT Day will be back again, this time in New York on March 7th 2018. Meanwhile- you can find us at various industry events throughout the world, view more events here.
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Over the past few years, online video services in Europe have experienced rapid growth, particularly those that follow the subscription revenue model. Global players such as Netflix, Amazon and HBO went direct-to-consumer, disrupting the previous long-term relationship between subscribers and multichannel operators.
Soon after Netflix began showing signs of success in North America and Western Europe, pan-European satellite operator Sky launched its own stand-alone online video service in the UK, combining on-demand content with live streaming TV networks in 2012. Others followed, such as Canal+ with Canalplay in France and Telecom Italia with TIMVision in Italy.
Currently, five services accounted for 89 per cent of the $6 billion in consumer spending attributed to subscription online video services, according to a report published by Kagan, a media research group within S&P Global Market Intelligence.
More proof of just how dominant Netflix is in Europe comes from new data by analysts at S&P Kagan. According to new research from Kagan, Netflix accounted for 52% of all subscription VOD revenues in Europe at the end of 2018.