27% of VOD services are shared in the United States
A new study from Leichtman Research Group, Inc. (LRG) has found that 86% of American households have at least one video streaming service among the top fifteen subscription video-on-demand and direct-to-consumer (DTC) video services, and that 50% of households have at least four video streaming services.
But all these services are not necessarily paid for by those who use them, a behavior made popular by Netflix and now combated by the Los Gatos firm.
Among the figures highlighted by LRG, some are worth highlighting:
- 68% of all DTC services (Direct to Consumer) are fully paid for and not shared with others outside the household;
- 27% of all services DTCs are used in more than one household:
13% of DTC services are used and paid for by those who also share them with someone outside the household;
12% of DTC services are used in one household but are borrowed from another household who pays for the service;
2% of DTC services are used by multiple households who share the costs.
- 5% DTC services are not paid for because they are provided with another service (in a bundle most often as part of an internet subscription)
- 18-34 year olds represent 55% of all DTC services fully paid for by someone else
- Furthermore, and unsurprisingly, among 18-34 year olds, 17% of all DTC services are entirely paid for by someone else – compared to 8% among those aged 35 and over.
The study also gives indications on the level of subscriptions to streaming services according to age targets:
- Among 18-44 year olds, the average number of DTC streaming services is 4.8
- Compared to 4.0 among 45-54 year olds, and 2.5 among those aged 55 and over
Furthermore, and unsurprisingly, among 18-34 year olds, 17% of all DTC services are fully paid for by someone else – vs. 8% among those aged 35 and over.