NAB
Streaming is now a
vital part of nearly all Americans’ content diets. Yet, what viewers choose to
watch, and where, differs greatly based on age.
article here
According to the
latest report from Publishers Clearing House Consumer Insights and analyst
Evan Shapiro looks at recent American viewing habits. Based on responses
from 16,650 consumers gathered in February, the report finds a substantial
bifurcation of TV consumption along generational lines. Life experience — how
we were raised to watch TV — still seems to influence how we consume TV now.
“For those under
45, streaming culture — bingeing, cancelling after a binge, streaming content
for free — are TV norms,” Shapiro says. “Those over 45 years of age maintain
many of the habits they had when choice and viewer control were not so
abundant.”
Digging deeper: 40%
of viewers under 45 say bingeing is their preferred way to watch series.
Consumers older than 45 are most likely to choose their viewing method based on
the show.
These habits seem
to correlate to the number of services each group has: the younger a
subscriber, the more services they subscribe to.
Forty-three per
cent of Americans under 45 have three or more streaming TV subscriptions, while
more Americans over 45 have zero premium paid streaming services (32%) than
have three (31%).
Sixty-eight percent
of consumers over 45 and 78% of those under 45 have one or more paid streaming
services, leading Shapiro to conclude, “Paying for streaming TV is now normal
entertainment behavior at all ends of the demographic spectrum.”
However, so is
churning.
Forty percent of
younger streamers say they occasionally or regularly sign up for a service for
a specific show or movie, watch that content, and cancel before the next
billing cycle. More than a quarter of older Americans also say they also participate
in serial churning.
Movies remain the
content genre subscribers value most. Together with premium episodic shows,
these two content genres determine a large portion of subscription decisions.
That’s not to say
that kids programming and live sports aren’t important, with around 15% of
subscribers to each genre likely to be more loyal to their service provider.
According to this
survey, Disney tops the chart of domestic streaming popularity, largely helped
by Hulu, beating both Netflix and YouTube to take the crown.
Warner Brothers
Discovery is in the elite tier, right on Amazon’s heels, and the combined Paramount+/Pluto
TV is another streaming giant.
When it comes to
free streaming services, this survey suggests that Tubi, Roku Channel and Pluto
TV “appear to be reaching critical mass among younger viewers,” yet all are
more popular than notable paid services like AppleTV+, ESPN+ and Discovery+.
Free streaming is
now the top TV choice with consumers under 45, and second only to cable TV
among viewers over 45. It is YouTube which is far and away the leading free
video platform “quickly becoming the go-to channel on CTV for all ages.”
Shapiro writes,
“What this data does makes clear is that subscribers are getting pickier, and
nimbler in their leaps from one service to another. Bingeing has generated a
growing wave serial churn, and the changing economics of entertainment have
given consumers a vast content smorgasbord, which they are actively sampling.
“It is also clear
that older audiences and younger see their content consumption and platform
choices quite differently — at least for now. To keep customers from serial
churning, platforms and publishers should respond with pricing and packaging
flexible enough to serve all ages.”
No comments:
Post a Comment