Percentage of OTT users with multiple subscriptions spikes
Details
Michelle Clancy
| 23 January 2019

The number of video services used by the average viewer has increased by 26% since 2017 says TiVo’s latest Video Trends Report.

The biannual presentation of findings from consumer opinion surveys of 4,000+ viewers in the US and Canada also found that 30% of respondents currently do not or never did use any major monthly OTT/SVOD service.

However, 18% of respondents said that they plan to cut the cord; and, 35% of non-pay-TV viewers said they were “very satisfied” with free online video services.

Coming out ahead of other services by almost 15%, Netflix was most frequently selected as essential to how consumers get entertainment, with 52.7% of respondents choosing it. Following close behind, free YouTube videos (45.9%) and cable TV (39.5%) are also essential to many respondents. Conversely, just over two-fifths of respondents selected cable TV as supplemental, suggesting consumers are divided in their loyalties to cable.

This split doesn’t exist for Netflix, which is considered supplemental by only 30 percent of respondents. Service perception as either essential or supplemental will continue to be important for all types of video providers as services proliferate and consumers gravitate toward their favourites.

TiVo also found that the average age of cord-nevers meanwhile is 37.3; cord-onlys are significantly older (average age 52.8).