According to Parks Associates, TV sets still dominate home entertainment, accounting for more than one-half of all video consumed by U.S. broadband households each week. The research house says consumers report spending on average nearly 20 hours per week watching video on a TV set, compared to nearly 4 hours on a mobile phone. Consumers also increased the total amount of time spent watching video from 2018 to 2019, a 33% increase in hours spent per week in video viewing.
"Understanding consumers is key to driving acquisition and minimizing churn among video services," said Steve Nason, senior analyst, Parks Associates. "Different demographics show markedly different attitudes and preferences. NPS scores for Netflix are higher among women, while NPS scores for premium OTT services such as Starz, Showtime, and HBO Now are higher among men. Younger video consumers represent the future of the industry, but their programming and platform preferences are distinct from older segments, which puts traditional pay TV providers in a difficult position. Changing the traditional pay TV service model could alienate older, high-ARPU customers, but not changing could doom future prospects."
Parks saysmore than one-quarter of U.S. broadband households rank local broadcast channels as their most enjoyed type of channel, far ahead of all other types. With sports, local broadcast channels have long anchored the traditional pay TV package. However, even that content is now moving online. Networks that have gone direct-to-consumer (DTC), like CBS through its CBS All Access service, are using local content to drive viewers to their online properties and make local news available on their streaming platforms.
Other findings indicate:
- Adoption of over-the-top (OTT) video subscription services has plateaued at 71% of broadband households.
- Consumers ages 18-24 watch as much video on a computer as they do on a TV set (approximately 16 hours per week).
- One-half of U.S. broadband households subscribe to Netflix. Amazon Prime Video is a distant second with a 38% adoption rate.
- One-fifth of broadband households use the free version of streaming music service Pandora.
- Consumers 18-34 spend nearly 5 hours per week listening to podcasts.