SVOD User Deep Dive TV's Specialisation Period

Report by Tim Mulligan

28 Jun 2017

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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 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 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 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 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

SVOD User Deep Dive TV's Specialisation Period

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