US Video Market Overview SVOD Grows The Pay-TV Market
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20,000 foot view: The US continues to dominate global video trends as the world’s most valuable online video market. The video audience continues to experience strong growth fueled by a combination of increased technological sophistication of the addressable market and increased engagement of existing users. In tandem with these trends Subscription Video On Demand (SVOD) penetration is on the cusp of becoming a mainstream consumer activity with of US consumers now subscribing. The US video market will experience further strong growth as it increasingly eats into linear TV.
Key Findings:
-
of US consumers are SVOD users
- US online users will grow at a of between 2016 and 2020
- The US the world’s most valuable online market with revenues of billion 2016
- There were services in the US in 2016 accounting for million subscribers
- The US video market is a horse with Amazon Prime, Hulu Plus Netflix accounting for of all with million subscribers
- Traditional pay-TV declined by just between June and June 2016; SVOD grew million
- This amounted a net gain of million both segments - it is to stop thinking about SVOD traditional pay-TV as separate
- The Netflix/Amazon allows scope for niche services thrive
- However, currently services account for of all but just of subscribers
- Sports SVOD account for of all services of subscribers
- SVOD skews more females than males subscribe, of all US SVOD users)
- SVOD is pay-TV to younger audiences, with penetration peaking at among year
Companies and services mentioned in this report: Amazon Prime, Hulu Plus, Netflix, Spotify, iQYi, Facebook, YouTube, HBO Now, WWE, Youtube Red, Google Chromecast, Roku