Horowitz: TV viewing boils down to six segments | Media Analysis | Business
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
The TV viewing universe has morphed into six distinct, nuanced groups in 2019, thanks to the arrival of virtual MVPDs in the marketplace and the rediscovery of antennas among younger, leading-edge consumers.
TabletandSling
That’s the word from Horowitz Research’s 2019 edition of State of Viewing & Streaming, which define the segments by share of viewing time across traditional (live via MVPD/antenna, DVR and VOD) and streamed platforms, usage of antennas and subscriptions to vMVPDs such as Sling TV and DirecTV Now.

In contrast, the firm was only able to identify three key viewing segments two years ago: 5 O’Clock Diners, who watch only through traditional TV; Content Paleos, who watch only streamed content; and Content Omnivores, who watch both traditional and streamed content.

5 O’Clock Diners now make up 35% of TV content viewers, and they watch using only traditional sources (traditional live TV from MVPD/antenna, VOD, DVR and DVDs). These tend to be heavy live viewers; and almost all (91%) subscribe to a traditional MVPD and are much less likely to subscribe to over-the-top (OTT) services. They’re also older, less likely to have children in the home, and have a lower average income.

Content Paleos meanwhile make up 12% of TV content viewers. They stream all their content, but do not subscribe to a vMVPD. About a third (32%) subscribe to a traditional MVPD, but do not report watching live, DVR or VOD content via their MVPD in a typical week.

The Content Omnivore category has been split into two: Mega Omnivores account for 15% of TV content viewers; these are the hungriest for content, and keep up with their content needs through a bevy of platforms, devices and methods (live, DVR, on-demand, streaming and live streaming). Although they watch TV traditionally and streamed, they lean toward streaming (54% of their weekly viewing time). However, they also watch content through a traditional cable, satellite or telco service and subscribe to a vMVPD. They are younger, skew male, have children in the home, and have a higher average income compared to the next segment, known simply as Omnivores.

Omnivores make up 30% of TV content viewers. They watch TV using both traditional and streamed sources, but are lighter streamers than Mega Omnivores (39% of their weekly viewing with streamed content and 44% with MVPD or antenna-delivered live TV). They subscribe to an MVPD but not to a vMVPD.

And finally, two new segments have been added to the analysis. Flexitarian Lites account for 6% of TV content viewers – and they stream most of their content and likely have an antenna to watch live TV. About 9% subscribe to a traditional MVPD (but do not report watching it in a typical week.

They’re less likely to have children in the home and have a lower average income compared to the next group, the Flexitarians.

Flexitarians carve out 3% of TV content viewers, and they stream all their content; all subscribe to a vMVPD. While half also still have an MVPD, they don’t report watching live, DVR or VOD content from their MVPD in a typical week. These viewers are younger, more likely to have children in the home, and are more likely to be multicultural compared to their Flexitarian Lite counterparts.

“With more options than ever for accessing on-demand and live TV content, consumers have the freedom to build a customized viewing experience based on what they want to watch and how they want to watch it,” noted Adriana Waterston, Horowitz SVP, Insights and Strategy. “The good news is that we see most consumers still wanting a robust experience that includes a wide variety of networks, viewing experiences, and both on-demand and live opportunities.”