SVOD Overtakes Pay-TV

The 20,000 Foot View: This MIDiA update showcases the monumental shift in the video landscape with signups for subscription video on demand (SVOD) services overtaking pay-TV subscriptions for the very first time in Q1 2018. SVOD has disrupted traditional linear pay-TV to the point where it is no longer the most common household subscription across the core English-speaking Markets. Households with pay-TV subscriptions decreased five points from X% in Q2 2017, to X% in Q2 2018. Conversely, the number of households with monthly video subscriptions (i.e. Netflix, Amazon Prime Video) increased over the same period from X% to X% year-on-year.

Key Findings

  • Number of pay-TV households in the US, UK, Australia and Canada decreased YoY from X% in Q2 2017 to X% in Q2 2018
  • SVOD households increased from X% in Q2 2017 to X% in Q2 2018
  • Number of pay-TV households in the UK decreased from X% in Q2 2017 to X% in Q2 2018, but still kept a slim lead over SVOD households
  • Number of UK SVOD households increased from X% in Q2 2017 to X% in Q2 2018, two points behind pay-TV subscriptions
  • Australian SVOD adoption increased by nine points YoY, with X% of households paying for an SVOD service, compared to just X% who subscribe to pay-TV
  • More Canadian households opt for pay-TV subscriptions over SVOD, with X% paying for pay-TV subscriptions in Q2 2018, while only X% have SVOD subscriptions
  • X% of US households subscribe to SVOD services, up from X% in Q2 2017, compared to pay-TV subscriptions declining YoY from X to X%
  • Cord cutting has remained consistent and even increased one point from X% in Q2 2017 to X% in Q2 2018

Companies and brands mentioned in this report: Netflix, Spotify, DAZN, Eleven Sports, Amazon Prime Video, Facebook, Amazon

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