comScore recently released OTT data for December of 2016 and as it turns out, ol’ king of the SVOD jungle Netflix is no longer the only predator on the landscape. While Netflix did reach a whopping 75% of U.S. OTT Households, the most out of any platform, they did place second in one category — engagement. While Netflix still rakes in an impressive 28 hours of average viewing time per home, Sling TV, which offers a “skinny bundle” option that features content from multiple networks, leads on a “per household” basis with 47 viewing hours per month.
In addition to Sling TV’s newfound success, there are now 11 OTT services that reach one million or more homes in a given month, finally able to escape Netlix’s shadow. Though progress is steady, there is still along way to go before the gap between Netflix and other SVOD services is closed.
As of now Netflix is the top OTT service on every viewing platform from Roku to game consoles to Blu-ray Disc players, with one exception: Fire TV. On the Fire TV stick/box, Amazon is first, followed by YouTube, leaving Netflix in third.
But, regardless of who is first, second or third, one thing is clear: SVOD services are taking over and every company is trying to cash in. Whether it’s google’s recently released YouTubeTV or Hulu’s soon to be TV Service, it seems there’s no escaping the rise of SVOD.
However, for those who love Traditional TV and are afraid that this new wave of media will destroy it, that might not be the case. According to a study conducted by the Pivotal Research Group, “despite the significant growth in access to SVOD services over the past few years, consumption of traditional TV programming has not been affected to the degree that many might expect.”
The study shows, that while homes with SVOD services are reducing consumption of non-internet-connected-device-based TV faster than homes without SVOD services, the drop is minimal.
The research shows that traditional household-level TV consumption has only slightly dropped from 70.1 hours per week at the end of 1Q15 to 68.3 hours per week at the end of 1Q17. It is worth it to note, however, that the traditional TV consumption mentioned above encompassed all uses of TV sets including free-to-air TV, ad-supported cable TV, premium TV, DVDs, and video game consoles; meaning that a good portion of those hours mentioned above could have been spent playing video-games rather than watching traditional programming.
In December 2016, according to comScore data, more than 49 million homes — 53 percent of U.S. Wi-Fi connected homes — accessed at least one OTT service. Moreover, these households were active in viewing OTT content, doing so an average of 19 separate days during the month, and for 2.2 hours per usage day. OTT viewing mirrors linear TV with the highest concentration of activity happening during traditional Primetime hours.
Netflix reached an impressive 75 percent of OTT homes as of December
YouTube reached 53 percent of OTT Homes in December
Amazon Video Reached 33 percent of OTT Homes in December
Hulu reached 14 percent of OTT Homes in december