Even though research consistently points to an acceleration of cord-cutting, new analysis shows that many US consumers that subscribe to the top three SVOD services (Amazon Prime, Hulu and Netflix) are still carrying traditional TV subscriptions as well.
According to data analysis of its user base from Reelgood, about 91% of Hulu subscribers, 77% of Prime Video subscribers and 51% of Netflix subscribers still have pay-TV subscriptions.“One interesting reason we saw for older people going back to or staying true to cable TV is that switching between different streaming services, to see where a particular show or movie is available proved very frustrating and time-consuming for them,” according to the company.
The research dovetails with a study from Leichtman Research Group, which found that overall, 31% of adults in households watch video on a TV via a connected device daily. This compared with 25% in 2017, 11% in 2014, and 1% in 2010. Younger individuals were most likely to use connected TV devices: among adults ages 18-34, 53% watched video on a TV via a connected device daily, compared with 31% of those aged 35-54, and 12% of the over-55 age groups.
LRG also found that a quarter of adults with a pay-TV service watch video via a connected TV device daily, compared with 49% of pay-TV non-subscribers while almost half 49% of TV households have at least one stand-alone streaming device.
