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US Video Market Overview SVOD Grows The Pay-TV Market

Report by Tim Mulligan
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20,000 foot view: The US continues to dominate global video trends as the world’s most valuable online video market. The video audience continues to experience strong growth fueled by a combination of increased technological sophistication of the addressable market and increased engagement of existing users. In tandem with these trends Subscription Video On Demand (SVOD) penetration is on the cusp of becoming a mainstream consumer activity with        of US consumers now subscribing. The US video market will experience further strong growth as it increasingly eats into linear TV.

Key Findings:

           of US consumers are SVOD users
  • US online video users will grow at a CAGR of        between 2016 and 2020
  • The US is the world’s most valuable online video market with revenues of        billion for 2016 
  • There were        SVOD services in the US in June 2016 accounting for        million subscribers
  • The US online video market is a        horse race, with Amazon Prime, Hulu Plus and Netflix accounting for        of all subscribers with        million subscribers
  • Traditional pay-TV subscribers declined by just        between June 2015 and June 2016; SVOD grew by        million
  • This amounted to a net gain of        million across both segments - it is time to stop thinking about SVOD and traditional pay-TV as separate 
  • The Netflix/Amazon duopoly allows scope for niche services to thrive
  • However, currently niche services account for        of all services but just        of subscribers
  • Sports SVOD services account for        of all services but        of subscribers 
  • SVOD skews female        more females than males subscribe, representing        of all US SVOD users)
  • SVOD is opening pay-TV to younger audiences, with SVOD penetration peaking at        among        year olds.

Companies and services mentioned in this report: Amazon Prime, Hulu Plus, Netflix, Spotify, iQYi, Facebook, YouTube,        HBO Now, WWE, Youtube Red, Google Chromecast, Roku

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