TDG Defines the Four Types of Subscription Video Streamers

Article Featured Image

Examining the universe of subscription video-on-demand (SVOD) streamers, TDG Research says customers fall into one of four mutually exclusive groups. The largest group (34 percent) see subscription services as a supplement to their pay TV accounts. For them, SVOD isn't a pay TV replacement, but a complementary offering.

Next up are people who don't watch all that much video on any platform (33 percent), yet still consider SVOD services as their primary entertainment source. TDG refers to this group as "video luddites."

After that come highly tuned in multiplatform viewers (23 percent) who watch lots of programs on lots of devices. While they tend to be younger and fans of Apple, they aren't opposed to pay TV. They like any service that brings them video.

The smallest group are pay TV haters (10 percent). This group has a dislike for traditional pay TV subscriptions and a fondness for SVODs. They stream most content to a TV set.

In studying the market, TDG learned that roughly two-thirds of adult broadband users in the U.S. watch SVOD content on a television. SVOD viewers are younger than adult broadband users overall and are more tech-savvy.

This breakdown comes from TDG's report A Format Segmentation of U.S. SVOD Users, available for purchase.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Netflix, Amazon Prime, Hulu Will Triple Original Content Budgets

Over the next few years, the leading SVODs will shift budgets from licensed content to originals, all to keep viewers tuning in.

Only 60% of Homes Will Subscribe to Pay TV By 2030, Says TDG

U.S. households are moving to streamed services and on-demand entertainment, while seeing less value in live multichannel services of any kind.

Hulu Subscribers Prefer Hulu to Traditional Pay TV, Finds TDG

If consumers were forced to choose between their SVOD and pay TV subscriptions, more Hulu fans would opt to leave pay TV behind.

Streaming Video or Pay TV? It Depends on the Age of the Viewer

When people with both pay TV and SVOD subscriptions were asked to make a choice, young viewers overwhelmingly preferred streaming.

22% of U.S. Broadband Homes Without Pay TV, Says TDG Report

The percent of households without cable, satellite, or telco TV service has more than doubled in five years, giving way to lower-revenue bundles.

Pay TV Cord-Cutting to Decline, Shows TDG's Q3 Research

Could cord-cutting have reached a saturation point, with most homes unwilling to part with cable or satellite? A half-year survey suggests a trend.

One-Fifth of U.S. Broadband Homes Have Set-Top Boxes, Says TDG

In a separate report, Parks Associates finds that Roku boxes have the biggest share of sales, and are used more than the competitors.