SVOD User Deep Dive TV's Specialisation Period

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The 20,000 Foot View:  SVOD (Subscription Video On Demand) is now the default mainstream video on demand consumption behaviour for TV-like content. Netflix and Amazon Prime Video are now the twin lenses behind measuring overall SVOD engagement. Netflix and Amazon users over-index on all SVOD consumption metrics tracked and this underlines the importance of engaging with these segments. Despite significant regional variations, video behaviour is still predominately defined by SVOD versus non-SVOD users.

Key Findings:

       of consumers are SVOD subscribers while        are weekly Netflix, hinting at the importance of household usage and password sharing
• Just        of consumers are weekly Catch Up users, peaking at        in the UK (driven by the BBC’s iPlayer)
       of Amazon Prime Video users and        of Netflix users personally pay to subscribe 
• Only        of consumers exclusively use streaming video for watching TV content
• Brazilian consumers watch        more video content on TV sets than the global average
• The majority of Amazon Prime and Netflix users own a Smart TV
       Amazon Prime Video users mainly watch scripted drama on streaming compared to        of Netflix users
• Consumers spend an average of        hours a week watching streaming video, with relatively little variation across countries 
       of Amazon Prime Video users have a Fire TV Box or Stick
• More than half of Amazon Prime Video and Netflix users each have a Smart TV
• SVOD users are TV’s most sophisticated audience segment and right now their behaviours are taking them away from TV industry incumbents
• TV viewing is not dead, but is entering a specialisation period 

Companies and brands mentioned in this report: Amazon, Amazon Prime, Amazon Prime Video, Americana Movil, Apple, Claro TV, DirecTV, Netflix, Roku, Sky Brasil