US VOD subscribers far from homogenous say researchers | Media Analysis | Business | News | Rapid TV News
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Two thirds of adults in the US now watch subscription video-on-demand (SVOD) services but their usage patterns vary widely, according to TDG research.

hbo go ott latam 14 june 2017A small but increasing number, termed ‘pay-TV substituters’, spend 68% of their TV time watching SVOD, equating to about 25 hours a week. Substituters not only spend a far greater proportion of their TV time watching SVOD but spend far more time than other segments watching TV (some 34 hours a week), claim TDG.

At the other end of the scale are ‘pay-TV supplementers’ who spend 20% of their TV time – or 3.5 hours a week – watching SVOD. Notably these viewers spend on just over 14 hours each week watching TV, far below Substituters and least among the four segments, say researchers.

Those falling into the other two segments – called Quantum Viewers and Luddites – each spend around five hours per week watching TV SVOD. The Luddites spend 35% of their weekly TV time watching SVOD, but Quantum Viewers spend 26% of their weekly TV time watching content on-demand.

“The industry continues to speak of SVOD viewers as if they are a homogenous group with common behaviour and preferences. Nothing could be further from the truth,” said Michael Greeson, TDG president and principal analyst.

TV streamers are as varied as TV viewers in general, and understanding these differences is critical to operators and networks hoping to carve out a larger share of TV time. Simply rolling a data-driven notion of a personalised TV service is insufficient. True differentiation requires designing and packaging content to increasingly specific preferences not tracked by industry metrics”.