New research revealed that 16% of the "viewing population" have multiple subscription video-on-demand (SVOD) services in their homes. That's up from 10% three years ago. Consumer market research firm Gfk studied consumers in the United States, and also found that almost half (49%) of the "viewing population" subscribes to at least one SVOD service, 17% have both Netflix and Amazon Prime, 9% have Netflix and Hulu Plus, and 5% have all three of the major services.
The “viewing population” includes consumers who watch video at least once per week via any format: regular TV, streaming, or otherwise. According to Gfk, this is 95 percent of the total number of people 13 to 64 US years of age. Gfk also found that consumers:
"... who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type). “Self-bundlers” also have higher mean incomes than average weekly viewers – at $90,000 per year versus $76,000 – but are less likely to subscribe to traditional pay TV services.."
GfK interviewed 1,054 consumers in the United States for its “Over-the-Top TV 2016: A Complete Video Landscape” report. In related studies during the past year, Gfk found:
- "Binge watching is popular. 57 percent of TV viewers said they have regularly watched three or more episodes of the same show in one sitting, via streaming, DVR, VOD or TV marathons
- Television households in the United States have embraced alternatives to cable TV and satellite reception. Broadcast-only reception and Internet-only video subscription levels have both risen during the past year. Now, 25 percent of all US TV households go without cable TV and satellite reception
Below is an infographic from Gfk's "Over the Top TV 2016" report with additional information: