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.





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