Consumers taking multiple streaming services on the rise | OTT | News | Rapid TV News
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About a fifth of US consumers are paying for three or more streaming services, according to 451 Research.

netflix vs amazonThe firm, in its quarterly Voice of the Connected User Landscape (VoCUL) survey, noted that this 19% of multi-service streaming subscribers is up four points over the previous year.

These streaming enthusiasts are creating their own bundles of video services, starting with Netflix (95%) and Amazon Video (82%) then adding a combination of subscription and á la carte platforms including Hulu, HBO Now and iTunes.

Among all respondents who pay for a streaming service, 79% say they subscribe to Netflix and 53% to Amazon Video. And, Amazon Video continues to be the growth story, up five points over the past year.

The report noted that access to films (50%) remains the top reason why consumers pay for streaming video services; viewing complete seasons of TV shows (45%) is a close second and has increased six points in just six months.

Importantly, 33% of streaming subscribers chose their service for its original content, up eight points year-on-year. Original content has always been a major differentiator for HBO and Showtime, but the VoCUL survey highlights a growing importance of original content among Netflix users (36%; up nine points over a year) and Amazon Video users (36%; up 14 points over a year).

While both Netflix and Amazon Video users in the VoCUL survey have shifted towards watching more original content over the past two years, there is an even faster increase among Amazon Video users (from 7% to 31%) who say original content is their most watched type of video content, compared to Netflix users (from 20% to 32%).

“Netflix and Amazon have spent billions creating exclusive original content to differentiate themselves within a competitive streaming TV market, and our latest surveys show that it’s resonating with customers,” said Andy Golub, managing director of 451 Research's Voice of the Connected User Landscape end-user surveys and research. “Original content has become a much more important factor over the past year in choosing streaming services, and the data shows consumers are simply watching more of it.”

The 451 Research VoCUL survey also looked at the streaming media device market, which continues to be ruled by Roku, Apple, Google and Amazon. Among respondents who own a streaming media device, Roku leads with 31% owning a Roku streaming player and 10%, a Roku Streaming Stick/Express. Apple TV (35%) is second, followed by Google Chromecast (26%). Although they represent a smaller share of the overall market, Amazon’s Fire TV devices are seeing the most momentum with Fire TV Stick (13%) up two points and Amazon Fire TV (10%) is up one point.