THE AVERAGE US SVOD HOUSEHOLD HAS ACCESS TO 10,000 HOURS WORTH OF CONTENT

The average US household that is subscribed to a video-on-demand service now has access to 100,000 hours of content across 3.8 different services. The figure is indicated research from a new study conducted by Ampere Analysis has revealed that the streaming market is becoming increasingly crowded, with more hours of content available on-demand than ever before, with stay-at-home restrictions contributing to the SVOD surge.

The study was conducted in Feb 2020 nationally representative Internet users and discovered the was delivered via 3.8 different services. Even adults who live alone still have an average of 3.1 services, giving them 85,000 hours, which is equal to almost 10 years of content.

According to Ampere, households with young children have access to nearly five different SVoD services, more than any other demographic, which is a significant increase of 3.5 in the same period last year, largely due to the launch of Disney+, and the high uptake of the family-friendly service in the group.

However, it is predicted that consumers will somehow narrow down their consumption. “As the market fragments further with additional direct-to-consumer services and households hit a spending ceiling, consumers will become more selective about their SVoD choices,” Toby Holleran, Senior Analyst at Ampere Analysis said. “The more expensive services, alongside those without a clear brand and proposition, will find the going gets tougher.”

The launch and success of both Disney+ and Apple TV+ have driven growth in the number of services households can access. Almost one-third of US SVOD households subscribed to Disney+ in Q1 2020. The service comes with a 4,200-hour catalog and thus adds an average of 1,400 hours of content to the typical SVOD household’s portfolio.