The latest Ampere Analysis study of the online video market has found that amongst those taking subscription services, pay-TV-only subscribers are continuing to decline, while subscription video-on-demand-only customers are increasing.
In its analysis of 11 major territories, Ampere found that more than a third of those taking subscription services have both pay-TV and subscription video-on-demand (SVOD). In all, more than a fifth of subscribers combine pay-TV and SVOD subscriptions.Australia was the only country where SVOD-only households make up the highest proportion of subscription services, although Italy was not far behind. In the US, nearly half of all subscriber households were found in the Ampere Analysis study to have signed up for pay-TV and SVOD, while in France almost half of all subscriber households are SVOD-only.
The latest survey comes hot on the heels of similar research which found that in a relatively short space of time SVOD has become the main way many people enjoy movie and TV content. Ampere said that as operators work hard to expand the viewing choices by investing in high quality content, this trend will only expand.
