Last year, the number of television sources used by each viewer hit an all-time high: nearly six per person, which is exactly the double used in 2018. The reasons for this, according to Hub Entertainment Research, was the launch of new, attractive streaming platforms; still more billions being spent on original content; and a pandemic that continues to keep viewers at home, with lots of free time.
One outcome of this growth is content saturation. Today, 40% of viewers use three or more of the five biggest SVODs – a huge jump from 28% just one year ago. Each of these platforms offers thousands of titles: more shows and movies than the average person could watch, even if they did nothing else. The fact that many people are using them all underscores just how tight the competition for viewers’ attention and time has become.
“As the TV experience evolves, SVOD ‘stacking’ has more impact than perhaps anything else. Viewers are excited about the vast amount of content to choose from, but they need an efficient way to manage all those platforms, which creates an opportunity for aggregators. And for those creating and marketing shows, the competition for each slice of disposable time is tighter than ever,” commented Jon Giegengack, Hub Founder and Principal at Hub Entertainment Research.