Reports Video

SVOD User Deep Dive TV's Specialisation Period

Report by Tim Mulligan
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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            are weekly Catch Up users,            at            in the UK (driven            the BBC’s iPlayer)
  •            of Amazon Prime Video users and            of Netflix users personally pay to subscribe 
  • Only            of            exclusively use streaming video for            TV content
  • Brazilian consumers                       more video content on TV            than the global average
  • The majority            Amazon Prime and Netflix users            a Smart TV
  •            Amazon Prime Video users mainly watch scripted drama on streaming compared to            of Netflix users
  • Consumers spend            average of            hours a week            streaming video, with relatively little            across countries 
  •            of Amazon Prime Video users have a Fire TV Box or Stick
  • More than            of Amazon Prime Video and            users each have a Smart           
  • SVOD users            TV’s most sophisticated audience segment            right now their behaviours are            them away from TV industry           
  • TV viewing            not dead, but is entering            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