About half of US consumers ages 18-34 subscribe to at least two of the three main SVOD services (Netflix, Hulu, Amazon), according to new data from Hub Entertainment Research.
Another interesting finding from the report was a drop in live viewing via traditional pay-TV services. Hub found that less than 40 percent of viewers tune into live programming from a traditional pay-TV provider, which is down from 47% last year. When narrowing down the age to viewers 18-34 only 26 percent of the demo listed live TV as their go-to source of entertainment, compared with 35% a year ago. On the other hand, on-demand sources were the first choice for 48% of viewers.
“We’ve been watching live TV drop steadily as a default source since we first conducted this study in 2013,” said Peter Fondulas, principal at Hub and co-author of the study. “But this is the first year where we’ve seen a sharp drop among older consumers too which has huge implications for the monetization of linear TV in general. As online, on-demand platforms continue to become mainstream, live viewing has become the exception rather than the rule.”
Hulu also enjoyed a bump in use, according to the survey. The number of viewers who said they are the service more than they were a year ago reached 58%, compared with 48% for Netflix. Additionally, 12% said they are using Netflix less than they were a year ago, while 10% said the same for Hulu.
Hub’s survey, titled Decoding the Default was conducted among 1,933 US consumers with broadband, who watch at least 1 hour of TV per week. The data was collected in June 2018.