SOCIAL DISTANCED VIEWERS ARE ADDING MULTIPLE VIDEO SUSCRIPTIONS

Hub’s annual, “The Best Bundle” study for 2020 was conducted collected data in April 2020 to analyze how consumers use various TV services to best meet their viewing needs, and how those DIY bundles are changing over time. The data was based on 2,000 US consumers with broadband, aged 16-74, who watch at least an hour of TV per week. It reveals changes from 2019 driven by both, Covid-inflicted as well as self-isolating behaviors, and the introduction of Disney+ in November 2019. 

Streaming services have seen a spike in subscribers in the past year. More than three in four TV consumers have an online streaming subscription, six points higher than in 2019. “What our study shows is exactly where they’re turning to fill their newly found viewing time, primarily to streaming services that offer a combination of exclusive originals, family-friendly titles, and older shows that can provide a bit of nostalgic solace during this unprecedented and stressful time,” said Peter Fondulas, Principal at Hub and co-author of the study.

The leading SVOD services have seen the largest year-over-year increases, especially Amazon and Hulu, but Disney+ has altered the streaming landscape. Less than six months after it launched, nearly one-third of TV consumers have Disney+. Counting all providers, including traditional pay-TV service and the full range of online services, the average consumer now accesses TV from nearly five different services. The average number has been growing over the past several years but has taken a big jump in the past year, increasing more than one service per consumer.

Shelter-at-home behaviors are having a dramatic impact on subscription to online TV services. Among those who are not self-isolating during the pandemic and do not have kids at home due to school closures, six in 10 have at least one streaming service subscription. Among those who are self-isolating, the percentage spikes to 82%. Among those staying at home with their kids in their household, streaming service usage is at 94%. The streaming services receiving the highest boosts among adults and kids sheltering at home are the four major SVODS: Netflix, Amazon, Disney+, and Hulu. With more time to explore their interests in genres, families sheltering at home are watching from an extremely wide range of TV services. Individuals staying at home as a result of the pandemic, including children, have access to an average of more than seven individual TV services.