The 20,000 Foot View: In the attention economy, everyone is your competitor – a point well made by Netflix’s Reed Hastings’ observation that the company is now vying for viewer time with the popular game Fortnite. Now that we are entering the post-peak phase of the attention economy, the focus for video is shifting to the overlap between subscription video on demand (SVOD) users and the additional services they use. In the early days of streaming, audiences usually had just one video subscription (typically Netflix). Now, however, the long-term effect of exclusive original content strategy is consumers having multiple SVOD subscriptions, or SVOD stacking. With a ream of new direct to consumer (D2C) services coming to market, SVOD stacking will grow and in turn accelerate the decline in traditional pay-TV spend.Key Findings

  • The rise of D2C streaming services like X will accelerate the number of households with X
  • SVOD stackers represent X% of all SVOD users, X to X% of binge viewers
  • SVOD stackers represent X% of pay-tv subscribers, X% of cord cutters and X% of cord shavers
  • SVOD stackers have a clear X skew: X% of multiple SVOD subscribers are X years old
  • X% of X year olds have multiple SVOD subscriptions, making them the most digitally promiscuous age group
  • At X%, X year olds are the least likely to be SVOD stackers
  • X% of X subscribers are X subscribers and X% are X subscribers
  • X% of Amazon Prime Video subscribers are also X subscribers
  • Japan at X% has the highest share of X subscribers with multiple SVOD subscriptions
  • X% of X users are also Amazon Prime Music users; however, X% use Spotify
  • The days of X are fading, but overall pay-TV average revenue per user (ARPU) could rise
  • X sets a model of best practice for how to compete both with and around Netflix

Companies and Products Mentioned:  Amazon Music, Amazon Prime Video, Apple Music, Deezer, Disney+, ESPN+, Netflix, Spotify, Warner Media, Comcast, NBCUniversal

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