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The number of US households that stream OTT has continued to rise over the past few years, with the percentage of adults that subscribe to a streaming video service now exceeding those who subscribe to pay-TV. Indeed, the share of adult TV content viewers who stream content weekly has grown from 15% in 2010 to 65% in 2019 (65%), per a report from Horowitz.

While the report does stress that the percentage of those adults who stream at least some of their TV content has actually plateaued at the two-thirds mark for the past three years, it also points out the share of streamers who stream more than half of their TV content has risen in the past year (from 57% in 2018 to 66% in 2019).

Along those lines, Horowitz’s study also found that streamers are spending more than half (57%) of their time streaming content. Outside of this, streamers say they spend about two-fifths (39%) of their time viewing traditional TV, whether it be MVPD-delivered live, VOD, DVR or antenna viewing.

According to the report, streamers use an average of 2.4 SVOD services. Netflix comes out as the most popular service among respondents, which isn’t surprising considering that Netflix is now a primary destination for people’s favorite shows.

So, where are viewers streaming their content? The majority (73%) are using their TV – either using a TV-connected device or through a smart TV app – with one-quarter saying they do all their streaming on a TV set. In addition to TV sets, others are streaming on their computer (55%), smartphone (48%) and tablet (30%).

It is interesting to note that respondents who do not subscribe to a pay-TV service are more likely to stream to their TV set than to any other device. Horowitz suggests that this means that “TV content and the TV experience in general are still important” even to those not using a traditional TV package. By contrast, those who do subscribe to an MVPD tend to spread their viewing across multiple devices, with Horowitz noting that this group “are streaming not as a replacement of traditional TV platforms, but to complement them by expanding their viewing opportunities.”

Find out more about the study here.

About the Data: Results are based on a survey of 1,600-1,619 US TV content views and streamers ages 18 years and older conducted in January/February 2019.

SOURCE: Marketingcharts.com

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