US homes flock to VOD


Details

Joseph O'Halloran

| 08 February 2016




Offering a key view of US video consumption, Leichtman Research Group (LRG) has found that 81% of US homes have a DVR, subscribe to Netflix or use a video-on-demand (VOD) service from a cable or telco service provider.



This latest headline finding in the On-Demand TV XIV study is five percentage points higher than that at the same period in 2015 and compares with 70% two years ago. LRG also found that three-tenths of its sample of 1,214 US adults use two of the services, and 13% use all three. When it comes to video-on-demand services, telcos have an edge – 74% of telco video subs said they have used VOD from their provider, compared to 61% of all cable subs.

The data also shows that 57% get a subscription VOD (SVOD) service from Netflix, Amazon and/or Hulu, and that almost half of US adults stream over-the-top (OTT) video on a monthly basis. Looking at age demographics, just over three-quarters of those 18-24 stream an SVOD service monthly, versus 63% of those aged 25-44, and 23% of those 55 years or older. Additionally, 37% of all adults stream Netflix weekly, up from 8% in 2010, and 83% of Netflix users stream the service to a TV. About 64% of pay-TV subs have a DVR, up from 45% in 2010.

“In 2005, 25% of cable subscribers had ever used VOD, 8% of all households had a DVR, and about 4% of households subscribed to Netflix’s DVD-by-mail movie delivery service. These services have significantly evolved over the past decade,” said Bruce Leichtman, president and principal analyst for LRG commenting on the On-Demand TV report, in a statement. “Today, over 80% of households get at least one of these services, and in recent years Netflix and other streaming SVOD offerings have expanded the use and popularity of on-demand TV.”