vMVPDs Are on the Rise: ComScore Shows Use Growing for All Ages

Article Featured Image

While the number of households with vMVPD (virtual multichannel programming distributor) accounts is small, it's on the rise. Plus, it's on the rise in all age groups and customers tend to be OTT power-users.

According to data from research company ComScore, 5 percent of Wi-Fi-enabled U.S. households streamed pure-play vMVPD content in April 2018. Pure-play services are those without large on-demand digital video libraries, so it excludes YouTube and Hulu. The 5 percent number shows a year-over-year rise of 58 percent.

vMVPDs aren't only for the young. In April 2017, 29 percent of vMVPD households had a head-of-household between 18- and 34-years-old. By April 2018 that dropped to 21 percent. What's more, 23 percent of pure-play vMVPD households were led by someone 55 or older.

Households that subscribe to vMVPDs use them a lot. Pure-play vMVPD households streamed an average of 128 hours of video in April 2018. For all OTT households the average was only 54 hours.

"Given the competitive price points and low barriers to entry for consumers (no installation required), I anticipate that we will continue to see significant growth in virtual MVPDs in the years to come," wrote Susan Engleson, ComScore's senior director of emerging products, in a blog post.

Engleson predicts Hulu and YouTube's vMVPDs will each count over one million customers this year, and the whole area will have over seven million customers. That's roughly one-third of the number of households that have satellite service.

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

Comscore Sees Trouble for vMVPDs as Growth Slows and Prices Rise

Pure-play virtual MVPD services are growing, but at a dramatically slower rate than they were last year, a report on OTT viewing habits shows.

Popular Skinny Bundles Still Aren't Catering to Cord Cutters

Skinny bundles have made a lot of improvements in a short time, but until they can detail exactly what live sports they carry they aren't replacements for pay TV.

Today's Skinny Bundles Don't Meet Customer Preferences, Says TiVo

TiVo did the math and found that fewer than half of TV consumers could find a skinny bundle service that streams their favorite channels.

86% of Skinny Bundle Subscribers See Value in Their Services

While few customers have adopted Sling TV, DirecTV Now, or similar services, user sentiment is strong among those who have.