Consumer Choice
in a dynami c
TV Landscape
The Content Distribution
& Discovery Revolution
Joint study created in collaboration
with NATPE and the Consumer
Electronics Association (CEA)®
This document is copyrighted 2015 by the
Consumer Electronics Association (CEA®) and
NATPE and may not be reproduced, in whole or
part, without written permission. Federal copyright
law prohibits unauthorized reproduction of this
document by any means. Requests to reproduce
text, data, charts, figures or other material should
be made to CEA or NATPE.
CEA Contact Information:
Requests should be made to cea@CE.org or by
calling 1-866-858-1555 or 703-907-7600.
NATPE Contact Information:
Requests should be made to marketing@natpe.org
with subject line “NATPE/CEA Research Request”
(make sure to include your full name and company).
Table of Contents_______________________________
Objective/Methodology
2
Executive Summary
3
Detailed Findings
6
I.
Understanding The TV Viewing Landscape
6
II.
TV Content Discovery
15
III.
Attitudes Toward the Changing Landscape
19
IV.
Exploring SVOD Attitudes and Viewing
21
V.
Conclusions and Recommendations
27
Index of Figures and Charts__________________________________________________________
Figure 1: Receipt of TV Programming
8
Figure 2: Devices Used to Watch TV Programming
9
Figure 3: Sources of TV Programming Used in Past 6 Months Among SVOD Subscribers
11
Figure 4: First Choice Source of TV Programming
12
Figure 5: Sources of TV Programming Discovery
15
Figure 6: Importance of Sources of TV Programming
17
Figure 7: Perceptions of the Changing Television Landscape Among SVOD Subscribers
20
Figure 8: Attitudes Toward Binge Viewing
22
Figure 9: TV Program Genres Viewed on SVOD
24
Figure 10: Reasons for Watching TV Programming Through SVOD
25
APPENDIX
28
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Objective
*
The objective of this study was to evaluate the TV content distribution landscape, explore the dynamics at play
against the background of exploding consumer choices, and determine how consumers find TV content and view it
across different platforms.
*
Methodology
The report described herein was produced in collaboration with the Consumer Electronics Association (CEA), and the
National Association of Television Program Executives (NATPE).
The study was administered via an Internet survey to an online national sample of 1,639 U.S adults age 13 to 54
st
th
between November 1 and November 7 , 2015. All respondents report having high speed Internet access, and
watch a minimum of 5 hours of television programming each week.
The margin of sampling error at 95% confidence for aggregate results is +/- 2.42%. Sampling error is larger for
subgroups of the data. As with any survey, sampling error is only one source of possible error. While non-sampling
error cannot be accurately calculated, precautionary steps were taken in all phases of the survey design, collection
and processing of the data to minimize its influence. Steps were taken to identify and minimize satisficing and
respondent inattention to ensure the highest quality data.
During the fielding of this study, CEA and NATPE employed the services of E-Poll Market Research to provide panelbased sample. This study was targeted to those with high speed Internet access enough sample of synchronous and
asynchronous users of second screen content. As is common practice in survey research, a stratified sample group
was pulled to mirror the demographics of the general population. As a result, this data can be generalized to the U.S.
population who access program specific content on a second device.
Subsample Group Sizes
Sample Size
1,639
797
842
721
492
426
888
751
487
251
150
742
328
179
Total Respondents
Male
Female
13-34 year olds
35-49 year olds
50-64 year olds
SVOD Subscribers
SVOD Non-Subscribers
SVOD Subscribers Age 13-34
SVOD Subscribers Age 35-49
SVOD Subscribers Age 50-64
Netflix Subscribers
Amazon Prime Subscribers
Hulu Plus Subscribers
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The paradigm for TV content discovery has changed dramatically with increased availability and
use of TV content streaming options. Viewers who stream content often decrease their live viewing
for the convenience streaming offers as well as the opportunity to select from a large catalogue of
both new and old programming that is easy to search, and tailor to their tastes. The changes to the
TV landscape are most apparent among Millennials, (ages 13-34) who are more likely to have
access to, and use subscription video on demand services as well as other streaming sources of
TV programming, and don’t hesitate to use multiple screens for viewing.
•
Millennials are comfortable with using many different sources of TV program content and
consequently are significantly more likely to consume full length TV programs from a streaming
source(84% streamed in the last 6 months) than live TV programming at its original air time (54%),
or recorded content from a DVR (33%).
•
Millennials have greater access to SVOD subscription services (68%) compared to about half of
total broadband households. Consequently, in the hierarchy of choice, when deciding to watch TV
programming, the majority of Millennials first go to Netflix (58%), followed by DVR or live TV (both
46%). Netflix is also the preferred source of TV viewing among the Millennial group.
•
YouTube is also a significant source of streamed full length program viewing among Millennials
(36% watched in past 6 months), outpacing other types of streaming options, like network websites,
free websites like Hulu and Crackle, and other subscription services among this age group.
•
Millennials value their ability to stream content above cable or broadcast channels. The ability to
choose what they want to watch when they want to watch it is of high value to all three generational
groupings, but particularly among Millennials. 51% consider subscription to Netflix “very valuable,”
compared to 42% for broadcast channels, and 36% cable subscription.
•
Gen Xers tend to be the heaviest users of their cable/satellite/telco time shifting offerings including
VOD and DVR. Among those in this age group who have access to VOD, 76% use their VOD
service once a week or more often, similar to SVOD usage. The DVR is primarily used to avoid
commercials, while VOD is for convenience.
While TV advertising is still an important variable in making people aware of programming, it has
far less weight in driving viewers than in the past because the increased in the depth and breadth
of content available to them. As a result, word of mouth has emerged as one of the more relied
upon sources of information about which programs to watch, driven by SVOD subscribers in the
Millennial and Gen X demographic groups. Boomers are still more likely to allow TV advertising,
channel surfing, and loyalty to specific networks to inform their viewing choices. Millennials are
heavily influenced by a broader variety of media including online advertising and social media
which also rank high as a source of information among this group, given the increase in time spent
viewing content online. Millennials also enjoy sampling programming, and previews drive
awareness and an opportunity convert samplers to viewing.
•
The largest percentage of viewers still say they became aware of the TV shows they currently
watch from TV advertising, though this declines significantly by generational group (68% for
Boomers, 59% for Gen X, and 47% for Millennials). TV advertising is effective at increasing
awareness of new programming, though word of mouth is of greater importance in driving the
viewing decision, particularly among Millennials (77% “very/somewhat important”) and Gen Xers
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(79%). Millennials often reference seeing advertising and then hearing friends discussing, or family
recommendations.
•
The older demographic (50 to 64) still primarily resorts to traditional, more passive ways of learning
about new programming, including TV ads, watching because it’s on a network they already watch,
or channel surfing. Nevertheless, in terms of importance in the viewing decision, recommendations
are considered important by 72% of Boomers.
•
About one quarter of Millennials say they learned about the shows they watch through social media
(25%) and about two in ten find out through online advertising (20%) or the “recommended for you”
feature from their streaming service (18%).
•
Millennials enjoy sampling services and programs, often learning about new programming through
previews
SVOD subscribers present unique opportunities and challenges to marketers trying to break
through the clutter, and to content creators charged with driving loyalty among their viewers.
About half of SVOD subscribers say they have found new programming through their streaming
service that they then went on to watch live or on DVR. The ability to “binge view” programs and
“catch up” on episodes of programs can fuel greater loyalty to programs and keep viewers
watching in the future. Among Millennials, however, there is a clear preference for streamed
programming that allows them the ability to choose and watch anywhere. The availability of SVOD
makes them more likely to shift viewing from live television to streaming, where they have greater
control of when, where and how they watch, and more tools to navigate their viewing experience
such as the “recommended for you” feature offered by SVOD’s in deciding what to watch.
•
Among Millennials, the “recommended for you feature” from their SVOD service stands out as an
important source of new program information (52% “very/somewhat important”), particularly since
Netflix is the first place the majority of this demographic goes when interested in watching TV
programming. Many Millennials say the “recommended for you” feature leads them to enjoyable
programs they never would have otherwise watched. This feature is significantly less important to
Gen Xers and Boomers.
•
The SVOD menu is also a critical tool in helping viewers discover new programming and will likely
only increase in importance along with usage. While Boomers channel surf on TV for new
programming to watch, Millennials are more likely to be browsing the menu in Netflix looking for
new shows that are available through that service. In general, SVOD users are more likely to be
“very satisfied,” (66%) with their service “ease of use” than with other sources of programming
including apps, VOD, network sites, free websites and even live TV.
•
SVOD can be used to supplement live viewing in number of ways, by allowing viewers to stay
current with programs they’ve missed (72% agree), and find new programming that they then go on
to watch live on TV (48%). The ability to binge view can also increase loyalty to specific programs
as about half (49%) of those who say they binge watch 3 or more episodes agree that the ability to
do so makes them more likely to continue watching the series. This sentiment is strongest among
Millennials (56%). A majority of SVOD subscribers say they typically binge watch 3 or more
episodes of TV shows they watch through their streaming service (52%).
•
Although the availability of streamed programming may have increased viewing overall, this may
ultimately translate to less live television viewing, particularly among Millennials, among whom 58%
agree that they currently watch fewer shows on live TV at the time they air because of the
availability of more shows through streaming service. This is significantly lower among SVOD
subscribers in the Gen X group (47%), and Boomers (43%), who generally prefer watching live
programming.
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Increased multiscreen viewing of TV programming is also a central factor in reaching younger
target audiences. While the television set is still the most commonly used device for watching TV
programs, among the Millennial group there are some distinct differences in their use and
preference for multiple screens. About half of Millennials say they watch TV programming on a
laptop, and for nearly 2 in 10, it’s their preferred TV viewing screen (19%). Another 3 in 10 watch
television on a tablet, (28%) and 22% on a Smartphone. Portability and the ability to watch
anywhere is a key benefit in their use of multiple screens as well as more of a comfort level with
smaller screen sizes in comparison with older generations.
•
While 9 in 10 viewers say they watch TV programming on a television set, Millennials are
significantly less likely to do so (85%). In terms of preference, only 55% select a television set as
the preferred screen for viewing television content.
•
In part, the preference for laptops is driven by college age Millennials (18 to 24), among whom 29%
prefer a laptop to other devices for watching TV. Over 6 in 10 in this age group (63%) say they
watch full length TV shows using this device. Some think of it as a “portable television” they can
easily move and it allows them to sit and watch while multitasking on other devices like their
smartphone or tablet at the same time.
•
Subscribers to SVOD services are also most likely to say they access SVOD TV programming
through a laptop 45%, followed by a television (39%), a tablet (38%) and a videogame console
(34%). Nearly 3 in 10 say they view SVOD programming through a Smartphone (28%).
Smartphone viewing is driven by teens who use it because they can “watch wherever they are” and
because it’s always with them and easy to carry.
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A
Detailed Findings
I. UNDERSTANDING THE TV VIEWING LANDSCAPE
Viewer Profile
TV Streamers are defined in this study as TV viewers who have streamed one or more full length television
programs through an SVOD service (Netflix, Amazon Prime or Hulu Plus), on an app, on a network or other
website, or through a free service like Crackle or Hulu within the past 6 months. The majority of TV viewers say
they are TV streamers (71%).
A little over half of TV streamers are Millennials, with 52% falling into the 13 to 34 age group. About 3 in 10 Gen
Xers (age 35-49) say they stream full length TV programs. Boomers (50 to 64 year olds) are least likely to be TV
streamers at 19%. As a result of the younger skew, streamers are more likely to be single, have no children in
the household and be ethnically more diverse than those who haven’t streamed programming. The majority of TV
Streamers have a subscription to Netflix, Amazon Prime or Hulu Plus (70%), compared with only 15% of NonStreamers. Among this 15% of Non-Streamers, they are subscribers to Netflix and/or Amazon Prime.
Among total TV viewers, 54% say they subscribe to one of the three subscription VOD services (Netflix, Amazon
Prime or Hulu Plus). Again, subscribers skew Millennial in age (55% of total subscribers), with 28% in Gen X and
17% Boomers.
Approximately 14% of the total have either never had a cable, satellite or Telco subscription or have cancelled
their subscription to one of these services. This group has the lowest median income and is most likely to be in
the 18 to 29 age group (43%). Two thirds (66%) say they have a subscription to Netflix, Amazon Prime or Hulu
Plus, likely as an alternative to a traditional TV service subscription.
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Television Services by Generational Groups
Digital cable is the service most commonly used across all generational groups. Nevertheless, Millennials are the
group least likely to subscribe to digital cable (31%) or satellite service (21%) and most likely to either have lower
cost basic cable (19%) or have no wired service (21%). The Gen X demo is most likely to have digital cable (43%)
and boomers are significantly more apt to have satellite service than the other generational groups (29%). About
13% of TV households say they have a telco service, consistently across the generational groupings.
In terms of subscription streaming services, about half of total TV viewers say they subscribe to Netflix, Amazon
Prime or Hulu Plus (54%). This is driven by the younger generational groups, with Millennials reporting the
highest subscription rate at 68%, Generation X at 51% and Boomers with the lowest proportion of subscribers at
35%.
Netflix commands the highest subscription rate across the three services, with 45% of total TV viewers saying
they have this service. Among Millennials, nearly 6 in 10 (59%) say they have subscriptions to Netflix, compared
to 42% of Gen Xers and 26% of Boomers. There is less of a difference in the subscription rate to Amazon Prime
and Hulu Plus, although Millennials are also more likely than the other two generational groups to subscribe to
these services.
Cord Cutters and Cord Nevers, (those who either cancelled, or never had a subscription to cable, satellite or
telco) are more likely to subscribe to SVOD, with 66% saying they have a subscription to Netflix, Hulu Plus or
Amazon Prime. Cord Cutters are more likely to be subscribers to one or more of the subscription streaming
services (79%) compared to those who are Cord Nevers (61%), indicating cord cutters may have replaced their
traditional TV service with streaming. Those who cancelled their TV service typically mentioned expense as the
reason as well as an ability to get content through streaming:
“Expensive and most everything I want to watch is available online.”
“Too expensive, paying for channels I don't watch, don't like being limited by specific air times.”
“Internet is just as easy to watch television with one less bill.”
“To save money. I stream everything now.”
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Figure 1: Receipt of TV Programming
38%
35%
Digital cable service (Time Warner Cable, Comcast,
Cox, Charter, etc.)
43%
40%
24%
21%
Satellite service (DirecTV, Dish)
25%
29%
16%
19%
Basic cable service (Time Warner Cable, Comcast,
Cox, Charter, etc.)
13%
13%
13%
13%
Fiber to the home service (Verizon FiOS, AT&T Uverse, etc.)
14%
13%
14%
21%
Cord Cutters/Nevers*
9%
9%
Total
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.10 - In which of the following ways, if any, do you receive television programming in your home?
Device Usage
The TV set is by far the device most frequently used by all demographic groups to watch TV, used
regularly by 9 in 10 viewers. Among Millennials, however, the proportion watching content on a
television set is significantly lower than the older generational groupings (85%), primarily due to college
age TV viewers (79% for 18 to 24 year olds), who are less likely to have a set available to them, but use
laptops, and other mobile devices more frequently.
Among the 18 to 24 age group, laptops are a key device for the delivery of entertainment content, with 63%
saying they have watched TV programming on this device. Tablets and smartphones are also important to the
younger demographic, with nearly 3 in 10 Millennials saying they watch TV programming on a tablet and about 2
in 10 on a videogame console (23%) or a smartphone (22%). Teens are the group most likely to say they watch
TV programming on a smartphone (30%).
Gen Xers are most likely to record and watch on DVR (30% vs. 20% for Millennials, 21% for Boomers). DVR
users in this group have a median age of 40 and typically reference the desire to avoid commercials as the
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reason for using a DVR. Viewing on an HD television is driven by Gen X also, and Boomer men. Women are
significantly less likely to say they have watched on an HD set than men (53% vs. 62%).
Laptops are also important source of TV content among women, with nearly 4 in 10 saying they watch TV
programming on this device (39%), compared to 33% of men. Laptop use for viewing television among women is
strongest among college age women, age 18 to 24.
Figure 2: Devices Used to Watch TV Programming
Any Television (Net)
90%
High-definition TV
(HDTV)
57%
Internet-enabled TV or
Smart TV
3D-capable TV (3D TV)
13%
5%
Laptop, notebook, netbook
computer
36%
DVR/TiVo
23%
Desktop computer
22%
Tablet
21%
Smartphone
Video game Console
Digital Media Player
Laptop
Age 18-24: 63%
15%
Smartphone
Age 13-17: 30%
15%
12%
Base: Total Respondents (n=1639)
Q.15 - Do you ever watch full-length TV programs or series using any of the following devices?
Preferred Device for TV Viewing
When asked their preferred device for watching full length TV programs, the television is still the favorite
across age groups, but there are some stark differences among the Millennial demographic. Those who
prefer viewing on a TV typically site screen size, quality of picture, sound and just a greater familiarity
with using this device compared to other options.
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Overall, Millennials are more open to viewing on other devices, most notably the laptop, selected as the preferred
device for viewing TV shows among 19% in this age group. Portability is a key driver for Millennials and many site
this as the reason for their preference for laptops. Some also reference that it has a larger screen than other
portable devices:
“It is bigger than my tablet and can sit there on its own and I can play the shows while using other devices like my
tablet or phone”
“It's easy to view shows anywhere and more comfortable than a smartphone or iPod”
“The laptop is portable, but also bigger than a tablet so it is also convenience mixed with comfortability.”
“I can take the devise anywhere and also if I'm doing anything else is so much better to multitask.”
Another 12% select either a tablet or smartphone (7% and 6%, respectively) and 6% chose a video game console
as their preferred device among this age group.
Sources of TV Programming Compared
The majority of those in high speed Internet households say they have watched at least one full length TV
program from a streaming source within the past 6 months (71%). Millennials stand out as embracing
multiple sources for television programming. Sources for streamed programming can include a
subscription service (Netflix, Hulu Plus, Amazon Prime), free services like Hulu or Crackle, network
websites or official network/service provider apps, YouTube, or pay to play services like iTunes, or Vudu.
Millennials are much more likely to have watched streamed TV programs in the past 6 months (84%), compared
to live programs on TV during their original air times (54%). In fact, Millennials are about equally likely to say they
have watched TV programming live (54%) and on Netflix (53%). Boomers are most likely to watch live
programming (75%), though a healthy proportion of this group has also streamed programming in the last 6
months (52%), as have Gen Xers (69%).
Gen Xers are the group most likely to watch time shifted programming using non-streaming sources of content.
They are the heaviest DVR users (49%) and are also the group most likely to watch TV programming on VOD
(23%), or DVD (27%).
YouTube is a significant source of streamed TV program viewing, driven by Millennials (36% watched a full length
TV program in the past 6 months), and is second only to Netflix (56%). After Netflix and YouTube, free websites,
such as Hulu or Crackle (28%), are the next most common source of TV program viewing among Millennials,
followed by network websites (25%).
Among current SVOD subscribers, over 9 in 10 (92%) have streamed a full-length television program in the past 6
months. Not surprisingly SVOD subscribers are significantly less likely to watch TV programming live compared
to non-subscribers, with 55% indicating they have watched any programs live at their scheduled time (within the
last 6 months) vs. 75% of non subscribers.
SVOD subscribers use many sources of streamed programming beyond their subscription services, including
YouTube (30%), network websites, and free online websites (27% for each).
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Figure 3: Sources of TV Programming Used in Past 6 Months among SVOD Subscribers
71%
Have Watched Streamed TV Programs (NET)
40%
Netflix streaming subscription service
YouTube
26%
A network website (like ABC.com, Fox.com,
TBS.com)
25%
Online, on a site that shows television
programs for free from a variety of sites (e.g.
Hulu, Crackle, etc.)
22%
14%
Amazon Prime streaming subscription service
A network app (like HBO Go, Watch TNT, Watch
ABC App, etc.)
12%
A TV service provider streaming video app like
Comcast Xfinity, DIRECTV app, U-Verse apps,
etc.
12%
Hulu Plus streaming subscription service
A service where I purchase individual
programs or series, like iTunes, Amazon Instant
Video, Vudu, Blockbuster On Demand, etc.
10%
8%
A television channel during a show's original air
time
64%
Your DVR (like TiVo or the DVR from your cable
company)
A DVD/BluRay that you purchased or rented
VOD (Video on Demand) through my Cable,
Satellite, or Telco provider
40%
24%
19%
Total
Base: Total Respondents (n=1639)
Q.25 - Have you watched any full-length TV programs or series in the past 6 months, through any of the following?
First Choice for Source of TV Viewing
Overall the TV is still the first choice for TV program viewing among total viewers (61%), followed by DVR
(48%) and Netflix (46%), though this differs significantly by age. As streamed services increase their
penetration in TV households, it’s likely that they will be the go-to for TV programming as is currently the
case among Netflix and Hulu Plus subscribers.
When Millennials sit down to watch TV programming, the majority (58%) say the first place they look is Netflix,
followed by their DVR or Live programming (46% for both). Netflix is the clear winner as a source for TV
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programming among the youngest demo (13-24 year olds), with two thirds of this group (66%) saying they go to
Netflix first to find TV programming.
Among Boomers, the first choice for viewing is still Live TV (77%), followed by DVR (43%) and then Netflix (34%).
Gen Xers are also most likely to go to live TV (62%) first, though significantly more likely than Millennials or
Boomers to go to the DVR as a first choice (53%).
Hulu Plus ranks higher in the choice hierarchy among Gen Xers compared to other groups. Gen Xers are about
equally likely to select Hulu Plus (27%) and Netflix (26%) as their first choice for TV programming.
Despite the high proportion of Millennials who say they watch full length TV programming on YouTube (30%), it is
not among the top 5 sources for TV programming in their selection hierarchy. It is more likely to be a source when
TV programming is not found elsewhere.
Among SVOD subscribers, their first choice to watch TV programming is time shifted content, either through
Netflix or DVR (46% for both). Hulu Plus is selected by 20% of subscribers, and Amazon Prime falls below VOD,
free websites, and YouTube at 13%.
Figure 4: First Choice Source of TV Programming
61%
Live television
48%
DVR or TiVo
46%
Netflix
Hulu Plus
21%
TV service provider app like Comcast
Xfinity, DIRECTV app, U-Verse apps,
20%
17%
VOD (Video on Demand)
Online, for free (e.g. Hulu, Crackle,
etc.)
16%
15%
YouTube
Amazon Prime
13%
A network website (like ABC.com,
Fox.com, TBS.com)
13%
A network app (like HBO Go, Watch
TNT, Watch ABC App, etc.)
A DVD/BluRay that is purchased or
rented
A service where I purchase individual
programs or series, (like iTunes,
Online for Free
Among 18-24:
25%
10%
9%
6%
Base: Watched full-length TV show through the following/Individually based
Q.26 - Where do you typically go first when you are in the mood to watch a full-length TV show?
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Netflix
Among
13-24:
66%
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Perceived Value of TV Program Sources
Viewers were asked how much they valued different sources/methods for connecting them to TV program
content. Among total respondents, broadcast television channels were selected most often (52%) as
"very valuable,” followed by cable (44%). Subscription to Netflix is not far behind cable, at 40% “very
valuable.”
Among the different sources of TV program content, Millennials rank Netflix (51%) above broadcast channels
(42%), cable TV service (36%) and satellite TV subscription (29%) as “very valuable” source of TV programming.
rd
YouTube ranks 3 , just above satellite subscription as "very valuable" (31%) among this demographic group.
Boomers are most likely to say broadcast TV channels are “very valuable” (64%) compared to other sources of
TV programming, followed by the cable (52%) and satellite (39%) subscription.
Like Boomers, Gen Xers are most likely to value broadcast channels (56% “very valuable”) and followed by cable
(49%) and satellite (37%).
Preferred Source of TV Programming
Overall, live television is most often selected as the preferred way of watching TV among total viewers
age 13 to 64 (39%), followed by DVR (24%) and SVOD (19%).
However, there are significant differences among demographic groups in overall preference, with Millennials
saying their preferred way of accessing TV programs is through an SVOD service like Netflix, Hulu Plus or
Amazon Prime (30%), followed by live television (27%) and DVR (20%).
The majority of Boomers prefer live TV viewing (58%), followed by DVR (23%). All other methods of viewing fall
well below these two for this group. Gen Xers also select live TV most frequently (though it’s not a majority at
41%), followed by the DVR (31%) and Streaming (13%).
Among SVOD subscribers, there is a strong preference for viewing TV through their streaming service (34%),
though about one quarter of subscribers still say they prefer live TV viewing (25%) or viewing content on their
DVR (23%). Millennial SVOD subscribers are most likely to have a preference for their subscription service
(43%), with only 18% selecting “on television during its scheduled air time.”
TV Program Genre Viewing
Movies, Comedy and Drama are the top three TV program genres watched by viewers in
broadband households. There are some significant differences by demographic, with the
Millennial age group most likely to say they watch Comedy (74% vs. 70% for Gen Xers, 68% for
Boomers), Gen Xers and Boomers are most likely to watch movies (76% and 75% respectively)
and Dramas (69% for both Gen X and Boomers).
Among Millennials, Comedies, Movies, Dramas, and Dramedy (Shows that combine Comedy and Drama)
are the only genres that 50% or more say they watch. Millennials are next most likely to say they watch
Sports (36%) and Sci-Fi (35%).
Gen Xers are more likely than the other age groups to watch Sci-Fi (47%), and are about equally likely as
Boomers to say they watch Documentaries (40%) and Contest Reality Shows (31%). About half of Gen
Xers say they watch Live Sports (48%), just below Boomers at 53%.
Boomers are the group most likely to say they watch time sensitive programming, including Local News
(76%), National News (57%), Weather (52%) and Live Sports (53%).
SVOD subscribers are significantly more likely than non-subscribers to watch Movies (76% vs. 71%),
Comedies (73% vs. 69%), Sci Fi (44% vs. 37%) and Children’s Programming (21% vs. 17%).
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Given that SVOD non-subscribers tend to be older in age than subscribers, it’s not surprising that genre
viewing corresponds with viewing among older age groups, including heavy Local News (60%), National
News (42%) and Weather (38%) viewership.
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II. TV CONTENT DISCOVERY
Sources of Program Awareness
Over half of respondents say TV advertising is their primary source of awareness for the TV
programs they watch regularly (56%). This is the top “source” of awareness among all three
generational groups, though it is highest among Boomers and declines by age, with 68% of
Boomers, 59% of Gen Xers, and 47% of Millennials saying they find out about the programs they
watch from TV advertising.
After TV advertising, Millennials are next most likely to say they learned about the programs they watch
through word of mouth, from a friend, family member or someone else (39%). Word of mouth is
particularly important among college age Millennials, who say they are just as likely to find out about
programs they watch through word of mouth, as from TV advertising (44% for both).
About 4 in 10 Gen Xers (36%) attribute their awareness of programs to word of mouth, and Boomers are
least likely to have heard about programs this way (31%). Women are significantly more likely than men
to say they find out about programs through word of mouth (40% vs. 31% for men).
About one quarter of Millennials say they learned about the shows they watch from social media (25%)
and about two in ten find out through online advertising (20%) or “recommended for you” feature from a
streaming service based on previous viewing (18%). Millennial women drive awareness through social
media, (29%) as well as streaming service recommendations (22%).
Boomers are more likely than the other groups to say they found programming by channel surfing (37%)
or because it’s on a network they currently watch already (50%) compared to other age groups. This is
particularly true of women who are Boomers. Women in the Boomer and Gen X demographic are also
most likely to say they find out about shows through reviews of new TV shows (26%) compared to
Millennials.
Figure 5: Sources of TV Program Discovery
A friend/family member/coworker
76%
Television ad
75%
71%
It's on a network I currently watch
65%
Browsing channels/channel surfing
58%
A review of new TV shows
44%
A mention/segment in an
41%
Something from my TV service
41%
I see it on a TV network's website
41%
An online ad or promotion
39%
A mention on social media
A mention in a magazine I read
A magazine ad
36%
34%
30%
Base: Total Respondents (n=1639)
Q.62 - How do you usually find out about the TV programs you watch regularly?
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SVOD subscribers have many more content viewing options available to them than nonsubscribers. Consequently they are more likely to become aware of new programming through
more varied sources less so by traditional sources.
SVOD subscribers are more likely to say they learned about the programming they currently watch
through word of mouth (42%) compared to non-subscribers (29%). About 2 in 10 SVOD subscribers also
say they find out about programs from social media (22%), reviews of new TV shows (21%), and a
recommendation from their streaming service (21%). A little over one quarter find programs when
channel surfing (26%). All other sources of awareness fall below 20% among SVOD subscribers.
Primary sources of awareness among SVOD non-subscribers are more limited and center on television
viewing, with 63% mentioning TV ads, 48% saying they found it on a network they currently watch and
35% channel surfing.
In general, SVOD subscribers who are in the Boomer age group are most likely to find out about TV
programs in similar ways to non-subscribers, with 64% saying they find out through ads on TV and 34%
through channel surfing. However, word of mouth plays a more important role among SVOD Boomers
than among non-subscribers as it does for all SVOD subscribers.
About 4 in 10 within all age groups say they find out about programs they currently watch through word of
mouth. This is selected at about an equal rate as TV advertising among Millennials (42% WOM vs. 44%
TV ads). Among Gen Xers, word of mouth is selected less frequently than TV advertising (42% WOM vs.
52% TV ads), but at the same rate as “it’s on a channel I currently watch” (42%).
Over one quarter of Millennial SVOD subscribers discover programs from social media sources (27%)
and from streaming service recommendations (25%). Reviews of TV shows are a significant source of
awareness among Gen Xers and Boomers, with 26% and 27% of these groups referencing them as
sources.
Most Important Sources of TV Program Awareness
Overall, total TV viewers consider “word of mouth,” (in person recommendations from friends/family/others),
and TV advertising to be about equally important in the decision to watch new TV programs (76% and 75%
respectively “very/somewhat important”) though there are significant differences by demographic groups.
Word of mouth is ranked highest in importance among Millennials (77% very/somewhat important”) and women
(80%) in selecting new TV programs to watch. In addition, about one third of Millennials consider word of mouth
“very important” in their decision to watch new programs (34%) compared to 25% for TV advertising.
Among Gen Xers, word of mouth and TV advertising are about equally important (79% and 80%, respectively), while
Boomers consider TV ads more important (85%) compared to other sources. Nevertheless, nearly three quarters of
Boomers also say word of mouth is important (72% “very/somewhat important”) in program selection.
Notably, over half of Millennials (52%) consider a recommendation from a streaming service to be important in their
decision to watch a new program. Online advertising and mentions in social media are also regarded as important by
an equal proportion of Millennials at 43%.
Boomers are most likely to be influenced by something sent by their cable, satellite or Telco service sends to them,
with nearly half saying this is an important source of program awareness (46%). This is significantly lower among
Gen Xers (40%) and Millennials (39%).
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Figure 6: Importance of Sources of TV Programming (“Very/Somewhat Important”)
76%
77%
79%
72%
A friend/family member/coworker recommendation
66%
Television ad
71%
64%
76%
79%
It's on a network I currently watch
65%
59%
68%
72%
Browsing channels/channel surfing
58%
53%
62%
63%
A review of new TV shows
A mention/segment in an entertainment news show
44%
45%
43%
45%
Something from my TV service provider
41%
39%
40%
46%
A recommendation from a streaming service based
on other things I watch
25%
41%
52%
38%
I see it on a TV network's website
41%
41%
42%
40%
An online ad or promotion
39%
43%
40%
33%
A mention on social media
36%
43%
35%
24%
34%
33%
36%
31%
A mention in a magazine I read regularly
A magazine ad
Total
13-34
75%
80%
85%
35-49
30%
31%
30%
27%
50-64
Base: Total Respondents (n=1639)
Q.64 - How important is each of the following in your decision to watch a new program (i.e., any program you haven't watched before) ... Summary
of "Top Two Box" (Very/Somewhat important)
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Over 8 in 10 SVOD subscribers consider word of mouth important in the decision to watch specific TV
programs (81% “very/somewhat important”), followed by seeing an ad on television (69%). They are less
likely than non-subscribers to say more traditional ways of finding programming, like channel surfing (62%
for SVOD subscribers vs. 69% for non-subs) or trying a new show because it’s on a network you already
watch (67% for SVOD vs. 77%), are important reasons in their decision to watch a new show.
SVOD subscribers are more likely to say they are influenced by online sources of information, such as a
recommendation from a streaming service based on other things they watch (56% "very/somewhat important" vs.
23% for non-subscribers), an online ad or promotion (43% vs. 34% non-subscribers) or a mention on social media
(42% vs. 28% for non-subscribers).
Word of mouth is considered most important in the decision to watch new programming by all ages of SVOD
subscribers. TV advertising, channel surfing and finding programs on networks currently watched are all elements
that Gen Xers and Boomers consider more important than Millennials.
Among subscribers, recommendations through their streaming service are most influential among Gen Xers (55%
“very/somewhat important”) and Millennials (60%), as are mentions on social media (40% and 45% for Millennials) in
comparison with Boomers.
A little over one-third of Millennials (36%) also consider a network’s social media page important in influencing their
decision to watch. Outdoor advertising is deemed more important among Millennials (34%) than the other two age
groups and is at the same level of importance as the impact of magazine ads or mentions (both 34% among
Millennials).
Email from streaming services about programs available is considered important by about 4 in 10 Gen Xers (41%)
and Boomers (43%).
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III. ATTITUDES TOWARD THE CHANGING TV LANDSCAPE
Overall, viewers have positive perceptions of the TV programming currently available to them, with over two
thirds who agree that they have a greater variety of programs available to them than in the past (67%) and
over half who agree that there are more quality programs available to choose from (56%). These measures
are consistent across demographic groups.
Over half of viewers (56%) say they are watching more TV programming now than in the past, and this measure is
highest among the Millennial group (60% "agree strongly/somewhat”). Over half of Millennials attribute some of their
increased viewing to the availability of streaming services, with 59% saying that having shows available through
streaming has increased their viewing. Millennials are also most likely to agree that streaming services make it
easier for them to stay current with the programs they watch (64%).
Coinciding with over half of Millennials who agree that having streaming services has increased their viewing of TV
programs, about half (51%) also agree that they are watching fewer shows on live TV at their scheduled airtime as a
result of streaming. Gen Xers and Boomers are significantly less likely to agree that their live TV viewing has been
impacted by streaming (35% Gen Xers and 25% Boomers vs. 51% of Millennials).
In general, SVOD subscribers are more positive than non-subscribers about the variety and quality of
programming currently available to them. Seven in ten SVOD subscribers agree they have a greater variety
of shows available to them now (70% vs. 63% of non-subscribers), and that there are more high quality TV
shows to from which to select (60% vs. 51% of non-subscribers).
The majority of subscribers agree they are watching a greater variety of shows than in the past (61% vs. 50% of nonsubscribers) and that they spend more time watching TV shows now (52% vs. 39%).
SVOD subscribers value their service for its convenience, with 72% agreeing that it makes it easier to stay current
with their favorite shows. Two thirds agree that it has increased their viewing of TV programs overall (66%).
Nevertheless, over half agree that they watch fewer shows during their scheduled time on live TV as a result of
streaming (53%).
Among SVOD subscribers, Millennials are most likely to say their viewing of TV programs is greater than before as a
result of having SVOD service, with 69% agreeing that their viewing has increased overall, 64% saying they watch a
greater variety than in the past, and 53% saying they think they spend more time watching TV shows than in the past.
Though streaming may have increased viewing overall, over half of Millennials agree that they watch fewer shows on
live TV at their scheduled air time (58%) due to the availability of shows on their streaming service.
Older subscribers, including Boomers and Gen Xers, are most likely to say they think there is a greater variety of
programming (77% and 72%, respectively) and have positive perceptions of programming as a result of having a
subscription to SVOD service. Among all three age groups, over 7 in 10 agree (72%) that streaming has made it
easier to stay current with their favorite shows.
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Figure 7: Perceptions of the Changing Television Landscape Among SVOD Subscribers
I think there is a greater variety of shows
available for me to choose from than in the past
70%
I think there are more high quality television
programs available for me to choose from than it
the past
60%
I currently watch a greater variety of TV shows
than I have in the past
61%
Streaming services make it easier for me to stay
current with my favorite television programs
72%
It's hard for me to find the time to keep up with
all of the shows I'm interested in watching
55%
Having television shows available through
streaming services has increased my viewing of
TV programs, overall
66%
I think I spend more time watching TV shows
than I have in the past
52%
I watch fewer shows on live TV at the time they
air because there are more TV shows available
through streaming services
53%
SVOD Subscribers
Base: Total Respondents (n=1639)
Q.65 - How much do you agree or disagree with each of the following statements ... Summary of "Top Two Box" (Agree strongly/somewhat)
Live vs. Streamed/Binge Viewing
Live TV viewing is preferred by a minority of total TV viewers (31%). Rather, 4 in 10 say they prefer watching
a mix of time shifted shows and live programs, and another 29% prefer time shifted viewing, either waiting to
watch when a full season of episodes is available or watching one or more episodes when convenient.
Not surprisingly, Millennials are most likely to choose time shifted programming (38%), with 24% saying they prefer to
watch multiple episodes at once and another 14% like viewing an entire season at once. Boomers are most likely to
prefer watching programming at its scheduled time on TV (44%).
About half of viewers (49%) say that the ability to watch 3 or more episodes of a series back to back makes them
more likely to continue watching the series. This sentiment is strongest among Millennials (56%) as is the desire for
all of the shows they watch to make full seasons available at once vs. one episode per week (47%). Another 41%
say the ability to watch 3 or more episodes at once is important to them.
Despite their favorability towards binge viewing and the release of full seasons of episodes, 46% also agree the
release of all episodes at once may make the program less suspenseful and have concerns about “spoilers” (42%).
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IV. Exploring SVOD Attitudes and Viewing
Live vs. Streamed/Binge Viewing among SVOD subscribers
SVOD subscribers are most likely to say they prefer watching a mix of live and time shifted viewing (39%),
though another 34% prefer time shifted viewing. Live program viewing is preferred by 21% of SVOD
subscribers, driven by Boomers (30%). Men are also significantly more likely to prefer live viewing
compared to women.
Most SVOD subscribers agree that weekly programs give them the ability to talk with friends as shows unfold each
week (54%). Nevertheless, the ability to “binge” watch TV programs keeps SVOD subscribers loyal to programs they
watch. Over half (56%) agree that watching 3 or more episodes at once makes them more likely to continue watching
the series. This sentiment is strongest among Millennials, with over 6 in 10 saying they are more likely to keep
watching a show they can binge watch (61% agree).
About half of total SVOD subscribers agree that they would like all shows they watch to make a full season of
episodes available all at once (49%) and 42% say the ability to watch 3 or more episodes of their favorite show in one
sitting is important to them. One third (34%) agree that they are less likely to watch a series that doesn’t offer all
episodes in a season to watch when they want to, although only 16% “agree strongly” with this statement.
Hulu Plus viewers have a higher affinity for binge viewing and consider the availability of full seasons of programs
important, with 55% saying it’s important for them to be able to watch multiple episodes back to back vs. 43% of
Netflix subscribers and 41% of Amazon Prime subscribers. About 3 in 10 say they typically watch an entire season of
episodes at one time (29%). Another 49% further agree that it’s outdated not to have a full season of episodes
available
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Figure 8: Attitudes Toward Binge Viewing “Agree Strongly/Somewhat”
Watching new episodes of a series weekly gives
me an opportunity to talk with friends about it
each week
54%
Watching 3 or more episodes back to back makes
me more likely to continue watching
56%
I would like all of the shows I watch to make a full
season of episodes available instead of one each
week
49%
Having episodes in a season released all at one
time makes a TV series less suspenseful
40%
I am concerned about seeing "spoilers" if a
season of episodes is released all at once
39%
I think it's outdated not to have all episodes
available for a series at one time
40%
It is important to me to be able to watch 3 or more
episodes of my favorite shows at one time
I am less likely to watch a series that doesn't offer
all episodes in a season to watch when I want to
Having all episodes of a series available at one
time makes it less enjoyable to me because I can't
talk about it with people from week-to-week
42%
34%
28%
SVOD Subscribers
Base: SVOD Subscribers (n=888)
Q.704 - In general, how much do you agree or disagree with each of the following statements about "marathoning" or "binge viewing" (i.e.,
watching more than 3 episodes of a series in one sitting) ... Summary of "Top Two Box" (Agree strongly/somewhat)
About half of SVOD subscribers (48%) watch 1 or 2 episodes of TV shows on SVOD at a time, while the other 52%
watches 3 or more episodes, half of the season or the entire season at one time. Almost one quarter of subscribers
say they typically watch an entire season of episodes at once when they watch on Netflix, Amazon Prime or Hulu
Plus.
Millennials are most likely to binge watch (57% watch 3 up to an entire season at once). About one quarter of
Millennials and women say they typically watch an entire season of a series in one sitting (26% and 27%
respectively).
Devices Used for Streaming TV
Total SVOD subscribers are most likely to stream TV programs on their laptop (45%), followed by a television
set or tablet computer (39% and 38%, respectively). Boomers are most likely to stream from their television
(50%) as are Gen Xers (46%), with Millennials far less likely to use a TV to watch SVOD programs (33%).
Millennials are most likely to use their laptop (50%), followed by a tablet or video game console (39% and
40%, respectively).
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Gen Xers are about equally likely to use a laptop (40%) and a tablet (39%) to view SVOD programming. About one
third in this group also uses a video game console to access TV shows on SVOD (32%).
Millennials are far more likely than the other two groups to watch streamed TV programming through a smartphone
(36%), and this is driven by teens. Less than 2 in 10 Gen Xers (19%) and only 14% of Boomers report using their
smartphone for this type of viewing.
About 3 in 10 Gen Xers and Boomers still use a desktop to watch SVOD TV programming (32% and 31%,
respectively). One quarter of these two groups say they use a streaming media device like Apple TV, Roku or
Chromecast (25%). Boomers are most likely to connect to Smart TV’s (29%), compared to any other group.
Hulu Plus and Amazon Prime subscribers are most likely use devices other than a TV set for viewing SVOD TV
content. Also, Hulu Plus subscribers are the group least likely to be connected to any cable, satellite or telco service.
Amazon Prime and Hulu Plus subscriber groups are both significantly more likely than Netflix subscribers to say they
use a laptop (53% Amazon Prime and 50% Hulu Plus Subs) or tablet (47% Amazon Prime and 44% Hulu Plus) for
watching TV content.
Amazon Prime subscribers tend to be the heaviest tablet owners (79% own a tablet) and users (47% tablet viewers)
among the three subscriber groups. They are also the least likely to use a Smartphone (24%) or video game console
(32%) for viewing TV program content. They tend to be slightly older than the other two subscriber groups as well.
Hulu Plus subscribers are also more likely to use a video game console for viewing (41%) than Amazon Prime (32%)
subscribers and Netflix subscribers (37%).
Netflix subscribers are most likely to say they use a laptop to watch SVOD content (45%), followed by a television set
(40%), a tablet (37%) and a video game console (37%).
TV Program Genre Viewing
Total SVOD subscribers select Drama and Comedy at equal rates as genres of TV programming that they
typically watch (65% Drama and 65% Comedy). This is followed by original SVOD programs (48%) and
Shows that combine Drama and Comedy (46%). One third or more subscribers also select Sci-Fi (43%) and
Documentaries (33%) as content they watch through their streaming service.
Differences in genres viewed by gender are notable, with women significantly more likely than men to say they watch
Drama through their streaming service (70% women vs. 60% men) and Children’s Programming (22% for women vs.
14% for men). Men tend to be heavier viewers of Sci-Fi (52% vs. 35% for women), Documentaries (37% vs. 30% for
women), and Sports (14% vs. 5% for women).
By generational groupings, SVOD subscribers in the Boomer age group have the strongest affinity for Drama (72%)
compared to the other groups, while Millennials prefer Comedy (71%). Gen Xers and Boomers are more likely than
Millennials to say they watch SVOD Originals (52% Gen Xers, 53% Boomers and 44% Millennials). By age, Sci-Fi is
strongest among Gen Xers, with 48% who say they watch compared to 43% among Boomers and 40% among
Millennials.
Children’s programming is most often viewed by Gen Xers (22%) and Millennials (20%) compared to Boomers (only
6%), who are least likely to have young children in the household.
Among the individual groups of subscribers, Hulu Plus subscribers are most likely to say they watch a broad variety
of content. Three quarters say they watch Drama (74%) and Comedy (73%), whereas about two thirds for Amazon
Prime and Netflix subscribers say the same.
Amazon Prime and Netflix viewers tend to choose similar genres for viewing, with the exception of Documentaries.
Over 4 in 10 Amazon Prime viewers (42%) select Documentaries as a genre of programs they watch through their
streaming services. This is significantly higher than other subscriptions (34% for Netflix and 35% for Hulu Plus).
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Competitive and Non-Competitive Reality shows fall lower on the list of genres viewed by SVOD subscribers. Hulu
Plus viewers are most likely to say they watch reality programs.
Figure 9: TV Program Genres Viewed on SVOD
Drama
65%
Comedy
65%
48%
Original SVOD TV programs
Shows that combine Drama and
Comedy
46%
43%
Sci-Fi
33%
Documentaries
19%
Children's programming
10%
Contest reality shows
Sports
9%
Non-contest reality shows
9%
National News
6%
Local News
5%
Weather
4%
Spanish-language shows
3%
SVOD Subscribers
Base: SVOD Subscribers (n=888)
Q.17 - Which of the following types of TV programming do you regularly watch?
Drivers of SVOD Viewing
Convenience is the most commonly cited reason among SVOD subscribers for watching TV programming
through their service (66%). This sentiment is at the top of the list among all demographic groups but is
highest among women (71%) and Millennials (69%). The majority of subscribers in each group also use
SVOD to supplement TV viewing, and catch up on past episodes of current programs, and watch shows they
missed when they aired on live TV.
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Commercial free programming is important to SVOD subscribers About 6 in 10 subscribers also say “no
commercials” are a factor in driving their SVOD viewing. This measure is again most commonly selected by women
(65% vs. 55% of men) and Millennials (64% vs. 55% Gen X and 54% Boomers)
Another 6 in 10 say they use SVOD for “catch up” on past episodes of shows that currently air on TV (60%). This is
higher among women (65%), compared to men (55%). About half tune to SVOD to watch a series they missed when
it aired on TV (52%). About 35% of SVOD subscribers with children under 13 say they watch TV series with/for their
kids through their subscription service.
Half of subscribers say they go to their streaming service when there is nothing to watch (51%). Women (55%) and
Boomers (57%) are most likely to use their SVOD subscription as a source of TV content when they can’t find
something on live TV.
Women are most apt to go to SVOD service to sample new shows to see if they like them (55%), as are Millennials
(49%). Millennials are most likely to say it’s easy to find what they want on SVOD (51% vs. Gen Xers 37%, and
Boomers 34%), and that they like to re-watch episodes of shows they watched on live TV (43%).
Figure 10: Reasons for Watching TV Programming Through SVOD
To be able to watch programs at a time that is
convenient for me
66%
Because there are no commercials (on Netflix and
Amazon Prime)
60%
To catch up on past episodes or seasons of a show
that is currently airing on live TV
60%
To watch a show that I missed when it aired on live
TV
52%
To watch when there is nothing on live TV
51%
50%
To try out a new show and see if I like it
To watch new original programs produced by Netflix,
Hulu Plus, or Amazon Prime
45%
It's easy to find shows I want to watch
44%
To re-watch episodes of a show I watched when it
aired live on TV
37%
To watch classic TV shows (i.e. Shows that first aired
in, or before, 1999)
To watch shows that may not be appropriate for the
whole family to watch
To watch kids shows with/for my kids
35%
18%
14%
SVOD Subscribers
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.505 - Please select any of the reasons below you watch episodes of TV programs or full TV series through a subscription service like Netflix,
Hulu Plus, or Amazon Prime?
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SVOD Impact on TV Program Viewing Behavior
SVOD viewers tend to say they are watching more TV programming in the last 6 months. About half say the
number of TV programs they have been watching has not changed, 38% say it has increased, and 14% say
they are watching fewer programs, for an overall net increase of viewing among 24% of subscribers.
Hulu Plus subscribers are most likely to say they are watching more programs through their SVOD service (55%),
with only 10% who say they are watching fewer.
The majority of SVOD subscribers say they have used their service to “catch up” on shows that are airing
new episodes on live TV (70%). Millennials and Gen Xers are most likely to use their subscription for this
purpose (73% and 71%, respectively) compared to Boomers (63%).
About half of SVOD subscribers (48%) say they have found a show on a subscription service and then started
watching it on TV at its regularly scheduled time, or on their DVR. A similar, though slightly lower proportion say they
started watching a show on television and then began watching through their streaming service (44%). Gen Xers
and Boomers are significantly less likely to go from watching a show on TV to watching on their SVOD subscription
compared to Millennials (49% vs. 38% Gen X and 36% Boomers).
Hulu Plus subscribers are most likely to use their TV and streaming service interchangeably, compared to the other
services. Subscribers to Hulu Plus are most likely to say they have discovered TV shows on their streaming service
and then started watching live or on DVR (58%), and that they have started watching shows live and continued
watching through their streaming service. This is likely due to the quicker availability of programs on Hulu Plus after
they air on TV (day after, or 8 days after).
SVOD subscribers use many screens to access SVOD TV content, including a laptop (45%), a TV set (39%),
tablet (38%) and video game console (34%). Another 28% say they access SVOD content through a
smartphone. Viewers who watch TV programming through an official app (like a network or TV service
provider app), are most apt to watch on a tablet (41%), a laptop (36%), and a TV set (31%). YouTube is
accessed primarily via a laptop or desktop computer.
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Television viewers assign a high value to the convenience and personalization offered by the growing streaming
content landscape. Millennials, in particular, increasingly expect to access programming that is most relevant to them
whenever, wherever, and on whatever device they want. While the decline of linear TV viewing continues to change
the television business dramatically, the growth of the streamed content market offers many new opportunities to
content creators and distributors.
•
Invest in original content. Viewers are poised to consume more content than ever before and are more
willing to try a greater variety of programs. They are looking for programming that is relevant to them.
•
The increased demand for original, scripted content offers content creators more opportunities to get their
content seen and distributed, including women and minority writers who have been underrepresented in the
past.
•
As data-driven recommendation technology improves on streaming sites, and becomes more important as a
way of discovering programming, the fragmented TV audience can be more easily targeted and reached with
new content.
•
Millennials, in particular, have a strong appetite both for programming they did not watch when it aired on
linear TV, and for programs they have already seen on TV but want to re-watch. This group is partial to
syndicated comedies. Distributers can capitalize on the Millennial appetite for off net and first run syndicated
content by making their catalogue of scripted programming available for streaming.
•
Increase viewer loyalty and keep viewers watching by providing “anytime/anywhere” access to content.
Viewers are more likely to stay loyal to series if they are easily able to catch up with episodes they miss
through streaming, or can “binge watch.” Making series that are currently on linear TV available via
streaming can keep viewers watching if they get behind on episodes.
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APPENDIX:
Index of Figures and Charts______________________
Figure 11: Receipt of TV Programming
30
Figure 12: Streaming Service Subscription
31
Figure 13: Streaming Service Subscription Among Cord Cutters/Nevers
32
Figure 14: Devices Used to Watch TV Programming
33
Figure15: Preferred Devices for Watching TV Programming
34
Figure 16: Sources of TV Programming Used in Past 6 Months
35
Figure 17: Sources of TV Programming Used in Past 6 Months Among SVOD Subscribers
36
Figure 18: First Choice Source of TV Programming
37
Figure 19: First Choice Source of TV Programming Among SVOD Subscribers
38
Figure 20: Perceived Value of TV Viewing Sources - "Very Valuable"
39
Figure 21: Perceived Value of TV Viewing Sources Among SVOD Subscribers - "Very Valuable"
40
Figure 22: Viewing Source Preference
41
Figure 23: Viewing Source Preference Among SVOD Subscribers
42
Figure 24: TV Viewing Source by Frequency - "Once a week or more often"
43
Figure 25: Satisfaction with Viewing Sources
44
Figure 26: TV Program Genres Viewed Regularly
45
Figure 27: TV Program Genres Viewed Regularly Among SVOD Subscribers
46
Figure 28: Interest in New TV Programming
47
Figure 29: Sources of TV Program Discovery
48
Figure 30: Sources of TV Program Discovery Among SVOD Subscribers
49
Figure 31: Sources of TV Program Discovery Among SVOD Subscribers
50
Figure 32: Importance of Sources of TV Programming ("Very/Somewhat Important")
51
Figure 33: Importance of Sources of TV Programming Among SVOD Subscribers ("Very/Somewhat Important")
52
Figure 34: Importance of Sources of TV Programming Among SVOD Subscribers by Age
("Very/Somewhat Important")
53
Figure 35: Perceptions of the Changing Television Landscape
54
Figure 36: Perceptions of the Changing Television Landscape Among SVOD Subscribers
55
Figure 37: Perceptions of the Changing Television Landscape Among SVOD Subscribers by Age
56
Figure 38: Attitudes Toward Viewing Live Vs. Streaming
57
Figure 39: Attitudes Toward Binge Viewing - "Agree Strongly/Somewhat"
58
Figure 40: Attitudes Toward Binge Viewing Among SVOD Subscribers - "Agree Strongly/Somewhat"
59
Figure 41: Attitudes Toward Binge Viewing Among SVOD Subscribers by Age - "Agree Strongly/Somewhat"
60
Figure 42: Devices Used to Watch SVOD TV Content
61
Figure 43: Devices Used to Watch SVOD TV Content by Subscription
62
Figure 44: TV Program Genres Viewed on SVOD
63
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Figure 45: TV Program Genres Viewed by SVOD Subscription
64
Figure 46: Reasons for Watching TV Programming Through SVOD
65
Figure 47: Reasons for Watching TV Programming Through SVOD by Subscription
66
Figure 48: SVOD Binge Viewing Behavior
67
Figure 49: SVOD Binge Viewing Behavior by Subscription
68
Figure 50: Change in Number of Programs Watched Among SVOD Subscribers
69
Figure 51: Change in Number of Programs Watched Among SVOD Subscribers by Subscription
70
Figure 52: Perceptions of SVOD Original Programming
71
Figure 53: Perceptions of SVOD Original Programming by Subscription
72
Figure 54: SVOD/Live TV Crossover Viewing
73
Figure 55: SVOD/Live TV Crossover Viewing by Subscription
74
Figure 56: Devices Used by Source of TV Programming
75
Figure 57: Genres Used By Source of TV Programming
76
Figure 58: Reasons for Watching Programs by TV Program Source
77
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Figure 11: Receipt of TV Programming
38%
40%
37%
Digital cable service (Time Warner Cable, Comcast, Cox,
Charter, etc.)
35%
43%
40%
24%
22%
26%
Satellite service (DirecTV, Dish)
21%
25%
29%
16%
17%
15%
Basic cable service (Time Warner Cable, Comcast, Cox,
Charter, etc.)
19%
13%
13%
13%
14%
13%
Fiber to the home service (Verizon FiOS, AT&T U-verse,
etc.)
13%
14%
13%
14%
13%
15%
Cord Cutters/Nevers*
21%
9%
9%
Total
Male
Female
13-34
*Have cancelled or never subscribed
to Cable/Satellite/Telco.
35-49
50-64
Base: Total Respondents (n=1639)
Q.10 - In which of the following ways, if any, do you receive television programming in your home?
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Figure 12: Streaming Service Subscription
54%
52%
56%
Subscribe to at least 1 (Netflix/Amazon Prime/Hulu
Plus)
68%
51%
35%
45%
42%
49%
Netflix online streaming
59%
42%
26%
20%
20%
20%
23%
20%
15%
Amazon Prime Instant Video
11%
10%
11%
15%
10%
Hulu Plus
6%
46%
48%
44%
None of the above
32%
49%
65%
Total
Male
Female
13- 34
35- 49
50- 64
Base: Total Respondents (n=1639)
Q.20 - Does your household currently have a subscription to any of the following streaming services?
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Figure 13: Streaming Service Subscription among Cord Cutters/Nevers
52%
Subscribe to at least 1 (Netflix/Amazon Prime/Hulu
Plus)
66%
44%
Netflix online streaming
54%
20%
Amazon Prime Instant Video
Hulu Plus
22%
10%
17%
48%
None of the above
Have Cord (Cable/Telco/Sat)
34%
Cord Cutters/Nevers
Base: Have Cable/Sat/Telco (n=1410), Cord Cutters/Nevers (n=229)
Q.20 - Does your household currently have a subscription to any of the following streaming services?
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Figure 14: Devices Used to Watch TV Programming
90%
91%
89%
85%
93%
95%
Any Television (Net)
57%
62%
53%
51%
63%
61%
High-definition TV (HDTV)
13%
13%
13%
14%
12%
11%
Internet-enabled TV or Smart TV
5%
7%
4%
7%
5%
3%
3D-capable TV (3D TV)
Laptop, notebook, netbook computer
21%
Laptop
Age 18-24: 63%
47%
23%
22%
24%
20%
30%
21%
DVR/TiVo
22%
26%
18%
23%
23%
18%
Desktop computer
Tablet
11%
Smartphone
5%
Video game Console
5%
21%
20%
22%
28%
20%
15%
Smartphone
14%
Age
13-17: 30%
17%
22%
15%
15%
16%
15%
23%
13%
12%
12%
11%
13%
12%
8%
Digital Media Player
Total
36%
33%
39%
33%
Male
Female
13- 34
35- 49
50- 64
Base: Total Respondents (n=1639)
Q.15 - Do you ever watch full-length TV programs or series using any of the following devices?
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Figure 15: Preferred Devices for Watching TV Programming
A television set
A laptop, notebook, or netbook computer
A desktop computer
55%
A video game console such as Xbox, Wii, or PS3
4%
4%
3%
6%
3%
1%
A Smartphone, such as an iPhone, Samsung Galaxy,
or Blackberry
3%
2%
3%
5%
1%
0%
A portable game device (e.g., Sony PSP or Nintendo
3DS)
1%
1%
0%
1%
1%
0%
A portable MP3/digital media player (e.g., iPod
Touch)
1%
1%
0%
1%
1%
0%
Female
89%
5%
6%
4%
6%
3%
4%
A tablet computer, such as an iPad or Kindle Fire
Male
80%
11%
10%
12%
19%
7%
4%
5%
4%
5%
7%
4%
1%
Total
71%
72%
71%
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.45 - In general, what is the device you prefer to use to access full-length television programs or series?
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Figure 16: Sources of TV Programming Used in Past 6 Months
Have Watched Streamed TV Programs (NET)
52%
23%
26%
27%
24%
36%
20%
13%
YouTube
A network website (like ABC.com, Fox.com,
TBS.com)
25%
23%
28%
25%
26%
24%
Online, on a site that shows television programs for
free from a variety of sites (e.g. Hulu, Crackle, etc.)
22%
20%
23%
28%
19%
15%
14%
16%
13%
16%
16%
10%
A network app (like HBO Go, Watch TNT, Watch
ABC App, etc.)
12%
12%
12%
13%
13%
8%
A TV service provider streaming video app like
Comcast Xfinity, DIRECTV app, U-Verse apps, etc.
12%
11%
12%
11%
13%
10%
Hulu Plus streaming subscription service
10%
9%
11%
13%
9%
5%
A service where I purchase individual programs or
series, like iTunes, Amazon Instant Video, Vudu,
Blockbuster On Demand, etc.
8%
8%
9%
9%
11%
4%
64%
64%
64%
54%
68%
A television channel during a show's original air time
24%
22%
27%
25%
27%
21%
A DVD/BluRay that you purchased or rented
19%
18%
20%
17%
23%
17%
VOD (Video on Demand) through my Cable, Satellite,
or Telco provider
Male
Female
75%
40%
38%
42%
33%
49%
40%
Your DVR (like TiVo or the DVR from your cable
company)
Total
84%
40%
38%
43%
53%
37%
Netflix streaming subscription service
Amazon Prime streaming subscription service
71%
69%
72%
67%
13- 34
35- 49
50- 64
Base: Total Respondents (n=1639)
Q.25 - Have you watched any full-length TV programs or series in the past 6 months, through any of the following?
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Figure 17: Sources of TV Programming Used in Past 6 Months Among SVOD Subscribers
71%
Have Watched Streamed TV Programs (NET)
40%
Netflix streaming subscription service
26%
30%
21%
A network website (like ABC.com, Fox.com,
TBS.com)
25%
27%
24%
Online, on a site that shows television programs for
free from a variety of sites (e.g. Hulu, Crackle, etc.)
22%
27%
15%
14%
6%
Subs 13-34
YouTube
37%
27%
0%
A network app (like HBO Go, Watch TNT, Watch
ABC App, etc.)
12%
17%
12%
14%
8%
A TV service provider streaming video app like
Comcast Xfinity, DIRECTV app, U-Verse apps, etc.
Hulu Plus streaming subscription service
10%
0%
A service where I purchase individual programs or
series, like iTunes, Amazon Instant Video, Vudu,
Blockbuster On Demand, etc.
2%
18%
8%
13%
A television channel during a show's original air time
55%
A DVD/BluRay that you purchased or rented
VOD (Video on Demand) through my Cable, Satellite,
or Telco provider
SVOD Subscribers
64%
75%
40%
40%
40%
Your DVR (like TiVo or the DVR from your cable
company)
Total
72%
3%
YouTube
Amazon Prime streaming subscription service
92%
46%
24%
25%
23%
19%
20%
17%
Non-Subscribers
Base: Total Respondents (n=1639)
Q.25 - Have you watched any full-length TV programs or series in the past 6 months, through any of the following?
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Figure 18: First Choice Source of TV Programming
A television channel during a show's original air time
46%
Netflix streaming subscription service
26%
Hulu Plus streaming subscription service
21%
27%
16%
20%
27%
13%
A TV service provider streaming video app like
Comcast Xfinity, DIRECTV app, U-Verse apps, etc.
20%
26%
14%
17%
23%
22%
VOD (Video on Demand) through my Cable, Satellite,
or Telco provider
17%
15%
19%
20%
16%
14%
Online, on a site that shows television programs for
free from a variety of sites (e.g. Hulu, Crackle, etc.)
16%
20%
12%
20%
9%
12%
YouTube
15%
19%
10%
17%
12%
10%
Amazon Prime streaming subscription service
13%
12%
14%
15%
11%
11%
A network website (like ABC.com, Fox.com, TBS.com)
13%
11%
14%
13%
10%
15%
A network app (like HBO Go, Watch TNT, Watch ABC
App, etc.)
10%
12%
9%
8%
13%
10%
A DVD/BluRay that you purchased or rented
9%
11%
7%
7%
9%
13%
Total
Male
Female
77%
48%
43%
51%
46%
53%
43%
DVR or TiVo
A service where I purchase individual programs or
series, like iTunes, Amazon Instant Video, Vudu,
Blockbuster On Demand, etc.
61%
64%
57%
62%
46%
43%
48%
34%
Netflix Among
13-24:
58%
66%
Among 18-24
25%
6%
10%
3%
5%
9%
0%
13- 34
35- 49
50- 64
Base: Watched full-length TV show through the following/Individually based
Q.26 - Where do you typically go first when you are in the mood to watch a full-length TV show?
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Figure 19: First Choice Source of TV Programming Among SVOD Subscribers
A television channel during a show's original air time
42%
Netflix streaming subscription service
33%*
Among Non-SVOD subscribers
about 3% say they watch
programming through Netflix,
likely through friends’ or family’s
20%
subscription. Thirty-three
17%
26%* percent of that 3% turn to Netflix
first.
0%
17%
14%
23%
VOD (Video on Demand) through my Cable, Satellite,
or Telco provider
16%
12%
Online, on a site that shows television programs for
free from a variety of sites (e.g. Hulu, Crackle, etc.)
24%
15%
13%
18%
YouTube
13%
13%
0%
A network website (like ABC.com, Fox.com, TBS.com)
13%
9%
17%
A network app (like HBO Go, Watch TNT, Watch ABC
App, etc.)
10%
9%
14%*
A DVD/BluRay that you purchased or rented
A service where I purchase individual programs or
series, like iTunes, Amazon Instant Video, Vudu,
Blockbuster On Demand, etc.
Total
46%
46%
21%
20%
A TV service provider streaming video app like
Comcast Xfinity, DIRECTV app, U-Verse apps, etc.
Amazon Prime streaming subscription service
76%
48%
46%
50%
Your DVR (like TiVo or the DVR from your cable
company)
Hulu Plus streaming subscription service
61%
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9%
5%
14%
6%
6%
7%
SVOD Subscribers
Non-Subscribers
Base: Watched full-length TV show through the following/Individually based
Q.26 - Where do you typically go first when you are in the mood to watch a full-length TV show?
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*
*
*
*
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Figure 20: Perceived Value of TV Viewing Sources – “Very Valuable”
46%
42%
Broadcast TV channels (ABC, NBC, CBS, FOX, The CW)
34%
Subscription to Netflix
29%
29%
Satellite subscription (DirecTV or Dish)
21%
64%
45%
51%
34%
39%
37%
39%
26%
31%
27%
28%
23%
VOD (Video on Demand)
24%
25%
24%
24%
24%
25%
Premium cable subscription (HBO, Showtime, Cinemax,
Starz, Encore, or The Movie Channel)
23%
24%
23%
31%
18%
16%
YouTube
20%
19%
21%
22%
20%
16%
Digital media player (Roku, Apple TV, Chromecast,
Amazon Fire TV, etc.)
15%
14%
16%
20%
13%
10%
Subscription to Hulu Plus
Subscription to Amazon Prime Instant Video
14%
14%
15%
15%
16%
11%
iTunes
13%
12%
13%
16%
11%
8%
Female
40%
34%
25%
Male
57%
56%
44%
40%
48%
36%
49%
52%
Cable subscription (basic or digital)
Total
52%
13- 34
35- 49
50- 64
Base: Total Respondents/Not applicable excluded/Individually based
Q.30 - How valuable do you, personally, consider each of the following as a way to access TV programming...
Summary of "Top Box" (Very valuable)
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*
*
*
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Figure 21: Perceived Value of TV Viewing Sources Among SVOD subscribers – “Very Valuable”
60%
Internet connection
49%
52%
46%
Broadcast TV channels (ABC, NBC, CBS, FOX, The
CW)
44%
39%
50%
Cable subscription (basic or digital)
40%
Subscription to Netflix
13%
55%
34%
32%
36%
Satellite subscription (DirecTV or Dish)
VOD (Video on Demand)
26%
25%
27%
Fiber to the home service (Verizon FiOS, AT&T Uverse)
25%
28%
22%
24%
26%
22%
Premium cable subscription (HBO, Showtime,
Cinemax, Starz, Encore, or The Movie Channel)
23%
24%
22%
YouTube
20%
Digital media player (Roku, Apple TV, Chromecast,
Amazon Fire TV, etc.)
7%
Subscription to Hulu Plus
7%
5%
iTunes
Total
59%
47%
47%
47%
DVR/Tivo
Subscription to Amazon Prime Instant Video
68%
SVOD Subscribers
28%
15%
21%
14%
20%
13%
14%
10%
Non-Subscribers
Base: Total Respondents/Not applicable excluded/Individually based
Q.30 - How valuable do you, personally, consider each of the following as a way to access TV programming...
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*
*
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*
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Figure 22: Viewing Source Preference
Live, on a television channel during its original air time
27%
Streaming from a subscription service like Netflix, Hulu
Plus, or Amazon Prime
7%
3%
3%
4%
4%
3%
4%
Through an official network or TV provider app like HBO
Go, Watch ABC, Xfinity, etc.
3%
4%
3%
4%
4%
3%
On a DVD
3%
3%
3%
3%
3%
2%
Other
Total
Male
Female
19%
17%
21%
13%
30%
5%
5%
5%
7%
3%
2%
On VOD (Video On Demand) from my television service
provider
On YouTube
58%
24%
21%
27%
20%
31%
23%
Recorded on my DVR or Tivo
From a free website (abc.com, nbc.com, hulu.com,
crackle.com, etc)
39%
44%
36%
41%
3%
3%
2%
5%
2%
1%
1%
1%
0%
1%
0%
1%
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.42 - In general, how do you prefer to watch full-length TV programs and series?
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Figure 23: Viewing Source Preference Among SVOD Subscribers
19%
1%
5%
4%
6%
From a free website (abc.com, nbc.com, hulu.com,
crackle.com, etc)
On VOD (Video On Demand) from my television service
provider
3%
4%
2%
Through an official network or TV provider app like HBO
Go, Watch ABC, Xfinity, etc.
3%
4%
3%
Total
57%
24%
23%
26%
Recorded on my DVR or Tivo
Streaming from a subscription service like Netflix, Hulu
Plus, or Amazon Prime
39%
25%
Live, on a television channel during its original air time
On a DVD
3%
3%
3%
On YouTube
3%
4%
2%
SVOD Subscribers
34%
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EJC!X,$V$,!(&!U9(0#!+(,$98*'I!V,&8!
<$(V4*6[!W.4.!`4.+!&,!H89b&'!`,*8$a!
Non-SVOD Subscribers
Base: Total Respondents (n=1639)
Q.42 - In general, how do you prefer to watch full-length TV programs and series?
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Figure 24: TV Viewing Source by Frequency “Once a week or more often”
92%
94%
90%
88%
92%
97%
Live TV
91%
91%
90%
88%
94%
91%
DVR
81%
83%
80%
85%
79%
SVOD
69%
68%
64%
63%
VOD
73%
76%
67%
54%
47%
YouTube
60%
53%
56%
55%
54%
47%
Free Streaming Websites
42%
62%
59%
54%
52%
55%
50%
54%
51%
49%
Network Websites
51%
42%
Official Apps
Total
45%
46%
Male
Female
60%
57%
13-34
35-49
50-64
Base: Watch on Source/Individually based
Q.332/402/352/362/372/392/395- How often do you watch full-length TV programs or series recorded on [source)? [Once a week or more]
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*
*
*
*
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Figure 25: Satisfaction with Viewing Sources
Overall Satisfaction
Satisfaction with Number of Episodes
Very Satisfied
73%
57% 53%
49%
64%
Satisfaction with Selection
Very Satisfied
A/C*
68%
39% 39% 36%
33% 30% 29%
Satisfaction with Quality of Video
Very Satisfied
@>C* /DC*
//C*
42% 40% 38%
37%
77%
47%
40% 39% 39% 36%
Satisfaction with Ease of Use
Very Satisfied
66%
59% 56%
>BC* >BC* >/C*
32% 30% 29%
47% 44%
82%
39% 39%
Satisfaction with Convenience
Very Satisfied
77%
66%
56% 53%
50% 50%
>-C*
46%
Base: Watch on source/Individually based
Q.40 - How satisfied are you with each of the following when watching TV programs or series on [service]?
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*
*
*
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Figure 26: TV Program Genres Viewed Regularly
Movies
Comedy
Drama
Shows that combine Drama and Comedy
Local news
32%
29%
Sports (Live)
36%
34%
35%
Sci-Fi
National news
74%
76%
72%
71%
76%
75%
71%
73%
70%
74%
70%
68%
65%
57%
72%
59%
69%
69%
54%
47%
60%
51%
57%
56%
51%
52%
49%
56%
76%
44%
61%
48%
53%
41%
47%
44%
37%
41%
33%
42%
21%
34%
38%
30%
25%
40%
41%
32%
35%
29%
19%
35%
Documentaries
Weather
48%
57%
52%
28%
23%
25%
Contest reality shows
Non-contest reality shows
Children's programming
Sports (Not Live)
Spanish-language shows
Total
Male
8%
5%
34%
31%
31%
20%
18%
23%
20%
20%
22%
20%
14%
25%
23%
25%
14%
11%
16%
15%
22%
5%
5%
5%
7%
4%
3%
Female
13- 34
35- 49
50- 64
Base: Total Respondents (n=1639)
Q.17 - Which of the following types of TV programming do you regularly watch?
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*
*
*
*
?A
Figure 27: TV Program Genres Viewed Regularly Among SVOD Subscribers
74%
76%
71%
Movies
71%
73%
69%
Comedy
65%
65%
64%
Drama
54%
55%
53%
Shows that combine Drama and Comedy
Local news
41%
44%
37%
Sci-Fi
37%
32%
National news
42%
34%
35%
32%
Documentaries
Weather
27%
32%
38%
28%
27%
30%
Contest reality shows
Non-contest reality shows
20%
20%
21%
Children's programming
20%
21%
17%
14%
13%
14%
Sports (Not Live)
Total
60%
44%
42%
47%
Sports (Live)
Spanish-language shows
51%
43%
5%
6%
3%
SVOD Subscribers
Non-Subscribers
Base: Total Respondents (n=1639)
Q.17 - Which of the following types of TV programming do you regularly watch?
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*
*
*
*
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Figure 28: Interest in New TV Programming
85%
80%
76%
76%
76%
29%
27%
32%
46%
49%
44%
44%
50%
46%
Total
Male
Female
13-34
35-49
50-64
Very/Somewhat interested
68%
34%
23%
Very interested
34%
Somewhat interested
Base: Total Respondents (n=1639)
Q.60 - Now, we are going to ask you questions specifically about television programs and how you typically find out about TV programs that
interest you. How interested are you in learning about new, premiering TV programs?
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*
*
*
*
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Figure 29: Sources of TV Program Discovery
An ad on television
47%
30%
29%
31%
26%
30%
I find it when browsing different stations or channel
surfing
A mention on social media (Facebook, Twitter, etc.)
9%
18%
15%
20%
25%
15%
16%
17%
16%
20%
16%
11%
An online ad or promotion
12%
9%
15%
18%
9%
5%
12%
12%
11%
10%
12%
13%
I see it on a TV network's website
12%
12%
11%
10%
11%
16%
Something from my TV service provider (Cable, Satellite,
or Telco)
10%
8%
12%
11%
9%
11%
A mention or segment in an entertainment news show I
watch
Female
37%
20%
18%
21%
16%
22%
24%
A review of new TV shows
Male
68%
36%
31%
40%
39%
36%
31%
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
Total
59%
42%
39%
45%
37%
42%
50%
It's on a network I currently watch
A recommendation from a streaming service based on
other things I watch (e.g., "this program is
recommended for you" on Netflix)
56%
56%
56%
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.62 - How do you usually find out about the TV programs you watch regularly?
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*
*
*
*
/-
Figure 30: Sources of TV Program Discovery Among SVOD Subscribers
An ad on television
50%
It's on a network I currently watch
37%
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
36%
29%
42%
48%
42%
20%
21%
18%
A review of new TV shows
18%
22%
13%
A mention on social media (Facebook, Twitter, etc.)
16%
19%
13%
An online ad or promotion
12%
2%
I see it on a TV network's website
12%
12%
11%
Something from my TV service provider (Cable,
Satellite, or Telco)
12%
11%
12%
A mention or segment in an entertainment news show I
watch
Total
63%
30%
26%
35%
I find it when browsing different stations or channel
surfing
A recommendation from a streaming service based on
other things I watch (e.g., "this program is
recommended for you" on Netflix)
56%
SVOD Subscribers
21%
10%
10%
10%
Non-Subscribers
Base: Total Respondents (n=1639)
Q.62 - How do you usually find out about the TV programs you watch regularly?
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*
*
*
*
/.
Figure 31: Sources of TV Program Discovery Among SVOD Subscribers
44%
An ad on television
32%
It's on a network I currently watch
26%
24%
24%
I find it when browsing different stations or channel
surfing
22%
17%
15%
16%
A review of new TV shows
A recommendation from a streaming service based on
other things I watch (e.g., "this program is recommended
for you" on Netflix)
Something from my TV service provider (Cable, Satellite,
or Telco)
11%
9%
14%
14%
SVOD 13-34
42%
44%
34%
27%
21%
26%
27%
12%
10%
12%
16%
11%
12%
10%
14%
SVOD Subscribers
37%
19%
20%
19%
16%
An email from Netflix, Hulu Plus, or Amazon Prime about
programs available
A mention or segment in an entertainment news show I
watch
64%
21%
25%
16%
14%
An online ad or promotion
I see it on a TV network's website
52%
42%
42%
42%
40%
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
A mention on social media (Facebook, Twitter, etc.)
50%
10%
10%
7%
11%
SVOD 35-49
SVOD 50-64
Base: Total Respondents (n=1639)
Q.62 - How do you usually find out about the TV programs you watch regularly?
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*
*
*
*
/,
Figure 32: Importance of Sources of TV Programming (“Very/Somewhat Important”)
76%
73%
80%
77%
79%
72%
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
75%
73%
77%
66%
80%
85%
An ad on television
71%
68%
74%
64%
76%
79%
It's on a network I currently watch
65%
65%
65%
59%
68%
72%
I find it when browsing different stations or channel surfing
58%
55%
61%
53%
62%
63%
A review of new TV shows
A mention or segment in an entertainment news show I
watch
44%
43%
46%
45%
43%
45%
Something from my TV service provider (Cable, Satellite, or
Telco)
41%
42%
41%
39%
40%
46%
A recommendation from a streaming service based on
other things I watch (e.g., "this program is recommended
for you" on Netflix)
41%
38%
43%
38%
25%
I see it on a TV network's website
41%
40%
42%
41%
42%
40%
An online ad or promotion
39%
40%
39%
43%
40%
33%
A mention on social media (Facebook, Twitter, etc.)
36%
33%
37%
43%
35%
24%
34%
34%
34%
33%
36%
31%
A mention in a magazine I read regularly
30%
31%
28%
31%
30%
27%
A magazine ad
Total
Male
Female
52%
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.64 - How important is each of the following in your decision to watch a new program (i.e., any program you haven't watched before) ... Summary
of "Top Two Box" (Very/Somewhat important)
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*
*
*
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Figure 33: Importance of Sources of TV Programming Among SVOD Subscribers
(“Very/Somewhat Important”)
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
76%
81%
71%
An ad on television
75%
69%
82%
71%
67%
77%
It's on a network I currently watch
65%
62%
69%
I find it when browsing different stations or channel surfing
58%
59%
57%
A review of new TV shows
44%
45%
44%
A mention or segment in an entertainment news show I
watch
41%
40%
42%
Something from my TV service provider (Cable, Satellite, or
Telco)
A recommendation from a streaming service based on
other things I watch (e.g., "this program is recommended
for you" on Netflix)
41%
23%
I see it on a TV network's website
41%
43%
38%
An online ad or promotion
39%
43%
34%
A mention on social media (Facebook, Twitter, etc.)
A mention in a magazine I read regularly
A magazine ad
Total
SVOD Subscribers
36%
28%
56%
42%
34%
35%
33%
30%
32%
27%
Non-Subscribers
Base: Total Respondents (n=1639)
Q.64 - How important is each of the following in your decision to watch a new program (i.e., any program you haven't watched before) ... Summary
of "Top Two Box" (Very/Somewhat important)
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*
*
*
*
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Figure 34: Importance of Sources of TV Programming Among SVOD Subscribers by Age
(“Very/Somewhat Important”)
81%
80%
84%
81%
A friend/family member/coworker or someone else is
talking about it or recommends it (in person)
62%
An ad on television
62%
58%
67%
67%
I find it when browsing different stations or channel surfing
53%
A review of new TV shows
A recommendation from a streaming service based on
other things I watch (e.g., "this program is recommended
59%
66%
67%
56%
60%
55%
43%
45%
46%
45%
45%
A mention or segment in an entertainment news show I
watch
43%
45%
42%
41%
An online ad or promotion
43%
41%
43%
48%
I see it on a TV network's website
A mention on social media (Facebook, Twitter, etc.)
42%
45%
40%
32%
Something from my TV service provider (Cable, Satellite, or
Telco)
40%
39%
42%
43%
An email ad from Netflix, Hulu Plus, or Amazon Prime
about programs available
39%
37%
41%
43%
A mention in a magazine I read regularly
35%
34%
36%
34%
I see it on a network's social media page
32%
36%
29%
25%
A magazine ad
32%
34%
30%
30%
Outdoor advertising (Billboards, bus stops, on buses, in
malls, etc.)
30%
34%
28%
SVOD 13-34
77%
78%
67%
62%
73%
72%
It's on a network I currently watch
SVOD Subscribers
69%
19%
SVOD 35-49
SVOD 50-64
Base: Total Respondents (n=1639)
Q.64 - How important is each of the following in your decision to watch a new program (i.e., any program you haven't watched before) ... Summary
of "Top Two Box" (Very/Somewhat important)
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*
*
*
*
//
Figure 35: Perceptions of the Changing Television Landscape
67%
68%
66%
65%
67%
69%
I think there is a greater variety of shows available for me
to choose from than in the past
56%
56%
56%
57%
56%
55%
I think there are more high quality television programs
available for me to choose from than it the past
56%
54%
58%
60%
52%
53%
I currently watch a greater variety of TV shows than I have
in the past
54%
53%
56%
Streaming services make it easier for me to stay current
with my favorite television programs
40%
46%
45%
47%
49%
43%
46%
I think I spend more time watching TV shows than I have in
the past
39%
39%
39%
I watch fewer shows on live TV at the time they air because
there are more TV shows available through streaming
services
35%
25%
Male
Female
64%
51%
48%
54%
54%
53%
45%
It's hard for me to find the time to keep up with all of the
shows I'm interested in watching
Total
53%
13-34
35-49
51%
50-64
Base: Total Respondents (n=1639)
Q.65 - How much do you agree or disagree with each of the following statements ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
/@
Figure 36: Perceptions of the Changing Television Landscape Among SVOD Subscribers
67%
I think there is a greater variety of shows available for me
to choose from than in the past
70%
63%
56%
I think there are more high quality television programs
available for me to choose from than it the past
60%
51%
56%
I currently watch a greater variety of TV shows than I have
in the past
61%
50%
54%
Streaming services make it easier for me to stay current
with my favorite television programs
72%
34%
51%
It's hard for me to find the time to keep up with all of the
shows I'm interested in watching
Having television shows available through streaming
services has increased my viewing of TV programs, overall
55%
47%
49%
66%
28%
46%
I think I spend more time watching TV shows than I have in
the past
I watch fewer shows on live TV at the time they air because
there are more TV shows available through streaming
services
Total
SVOD Subscribers
52%
39%
39%
53%
24%
Non-Subscribers
Base: Total Respondents (n=1639)
Q.65 - How much do you agree or disagree with each of the following statements ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
/A
Figure 37: Perceptions of the Changing Television Landscape Among SVOD Subscribers by
Age
72%
72%
72%
71%
Streaming services make it easier for me to stay current
with my favorite television programs
70%
67%
72%
77%
I think there is a greater variety of shows available for me
to choose from than in the past
Having television shows available through streaming
services has increased my viewing of TV programs, overall
57%
61%
64%
I currently watch a greater variety of TV shows than I have
in the past
54%
58%
60%
60%
61%
62%
I think there are more high quality television programs
available for me to choose from than it the past
55%
57%
55%
50%
It's hard for me to find the time to keep up with all of the
shows I'm interested in watching
53%
58%
47%
43%
I watch fewer shows on live TV at the time they air because
there are more TV shows available through streaming
services
52%
53%
50%
50%
I think I spend more time watching TV shows than I have in
the past
SVOD Subscribers
SVOD 13-34
66%
69%
65%
SVOD 35-49
SVOD 50-64
Base: Total Respondents (n=1639)
Q.65 - How much do you agree or disagree with each of the following statements ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
/B
Figure 38: Attitudes Toward Viewing Live vs. Streaming
39%
44%
43%
36%
26%
28%
30%
25%
24%
21%
19%
19%
13%
17%
13%
3%
There are some shows I I prefer watching one or more I prefer watching shows live, I prefer waiting until a whole
prefer to watch live, when episodes of shows through at the time they air, so I can season of a show is available
they air, and other shows I streaming service (through a discuss the latest episode to watch so I can watch the
prefer to watch later (when subscription service, on an
with friends/family
entire thing
it's convenient for me) or
app, or on a website), so I
when the whole season is
can watch when it's
available
convenient for me
SVOD Subscribers
SVOD 13-34
SVOD 35-49
SVOD 50-64
Base: Total Respondents (n=1639)
Q.68 - Please select the statement that best describes you:
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*
*
*
*
/D
Figure 39: Attitudes Toward Binge Viewing “Agree Strongly/Somewhat”
48%
Watching new episodes of a series weekly gives me an
opportunity to talk with friends about it each week
59%
54%
55%
51%
Watching 3 or more episodes back to back makes me more
likely to continue watching
40%
41%
41%
41%
I would like all of the shows I watch to make a full season
of episodes available instead of one each week
41%
31%
I am concerned about seeing "spoilers" if a season of
episodes is released all at once
32%
I think it's outdated not to have all episodes available for a
series at one time
25%
22%
I am less likely to watch a series that doesn't offer all
episodes in a season to watch when I want to
20%
33%
33%
33%
37%
34%
30%
41%
28%
28%
27%
33%
27%
28%
27%
28%
32%
26%
22%
Having all episodes of a series available at one time makes
it less enjoyable to me because I can't talk about it with
people from week-to-week
Female
47%
38%
37%
39%
42%
37%
33%
31%
34%
It is important to me to be able to watch 3 or more episodes
of my favorite shows at one time
Male
49%
46%
52%
56%
46%
40%
36%
44%
46%
35%
37%
Having episodes in a season released all at one time
makes a TV series less suspenseful
Total
54%
13-34
35-49
50-64
Base: Total Respondents (n=1639)
Q.704 - In general, how much do you agree or disagree with each of the following statements about "marathoning" or "binge viewing" (i.e.,
watching more than 3 episodes of a series in one sitting) ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
@-
Figure 40: Attitudes Toward Binge Viewing Among SVOD Subscribers “Agree
Strongly/Somewhat”
54%
54%
53%
Watching new episodes of a series weekly gives me an
opportunity to talk with friends about it each week
49%
Watching 3 or more episodes back to back makes me more
likely to continue watching
41%
41%
I would like all of the shows I watch to make a full season
of episodes available instead of one each week
32%
38%
39%
37%
I am concerned about seeing "spoilers" if a season of
episodes is released all at once
33%
I think it's outdated not to have all episodes available for a
series at one time
I am less likely to watch a series that doesn't offer all
episodes in a season to watch when I want to
Having all episodes of a series available at one time makes
it less enjoyable to me because I can't talk about it with
people from week-to-week
Total
SVOD Subscribers
49%
40%
40%
41%
Having episodes in a season released all at one time
makes a TV series less suspenseful
It is important to me to be able to watch 3 or more episodes
of my favorite shows at one time
56%
25%
33%
22%
28%
20%
40%
42%
34%
28%
28%
27%
Non-Subscribers
Base: Total Respondents (n=1639)
Q.704 - In general, how much do you agree or disagree with each of the following statements about "marathoning" or "binge viewing" (i.e.,
watching more than 3 episodes of a series in one sitting) ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
@.
Figure 41: Attitudes Toward Binge Viewing Among SVOD Subscribers by Age “Agree
Strongly/Somewhat”
56%
Watching 3 or more episodes back to back makes me more
likely to continue watching
45%
49%
50%
50%
44%
I would like all of the shows I watch to make a full season
of episodes available instead of one each week
42%
It is important to me to be able to watch 3 or more episodes
of my favorite shows at one time
35%
33%
33%
I am concerned about seeing "spoilers" if a season of
episodes is released all at once
SVOD 13-34
32%
23%
20%
47%
40%
41%
42%
40%
Having episodes in a season released all at one time
makes a TV series less suspenseful
SVOD Subscribers
38%
29%
I think it's outdated not to have all episodes available for a
series at one time
Having all episodes of a series available at one time makes
it less enjoyable to me because I can't talk about it with
people from week-to-week
61%
54%
54%
56%
52%
Watching new episodes of a series weekly gives me an
opportunity to talk with friends about it each week
I am less likely to watch a series that doesn't offer all
episodes in a season to watch when I want to
52%
45%
39%
43%
37%
34%
37%
35%
28%
32%
26%
SVOD 35-49
SVOD 50-64
Base: Total Respondents (n=1639)
Q.704 - In general, how much do you agree or disagree with each of the following statements about "marathoning" or "binge viewing" (i.e.,
watching more than 3 episodes of a series in one sitting) ... Summary of "Top Two Box" (Agree strongly/somewhat)
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*
*
*
*
@,
Figure 42: Devices Used to Watch SVOD TV Content
45%
42%
48%
50%
40%
39%
A laptop, notebook or netbook computer
35%
33%
A television set
A tablet computer, such as an iPad or Kindle Fire
30%
17%
28%
26%
29%
19%
14%
22%
25%
19%
20%
21%
29%
A smart or connected TV
A portable MP3/digital media player (e.g., iPod Touch)
4%
3%
5%
5%
3%
1%
A portable game device (e.g., Sony PSP or Nintendo 3DS)
4%
4%
4%
5%
3%
1%
SVOD Female
36%
22%
25%
19%
20%
25%
25%
Streaming media device such as Apple TV, Roku, or
Amazon Fire TV
SVOD Male
38%
34%
40%
39%
39%
26%
29%
23%
22%
32%
31%
A desktop computer
SVOD Subscribers
50%
34%
34%
35%
40%
32%
A video game console such as Xbox, Wii, or PS3
A Smartphone, such as an iPhone, Samsung Galaxy, or
Blackberry
39%
43%
46%
SVOD Age 13-34
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.502 - You mentioned you watch TV programs and series through a subscription service like Netflix, Hulu Plus, or Amazon Prime. What are the
devices you use to access programming through Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
@>
Figure 43: Devices Used to Watch SVOD TV Content by Subscription
45%
A laptop, notebook or netbook computer
40%
39%
38%
A television set
37%
A tablet computer, such as an iPad or Kindle Fire
A video game console such as Xbox, Wii, or PS3
32%
A Smartphone, such as an iPhone, Samsung Galaxy, or
Blackberry
24%
23%
Streaming media device such as Apple TV, Roku, or
Amazon Fire TV
Netflix
Amazon Prime
37%
41%
30%
36%
30%
31%
23%
25%
21%
A smart or connected TV
A portable game device (e.g., Sony PSP or Nintendo 3DS)
47%
44%
29%
25%
29%
A desktop computer
A portable MP3/digital media player (e.g., iPod Touch)
53%
50%
4%
4%
7%
4%
5%
6%
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.502 -What are the devices you use to access programming through Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
@?
Figure 44: TV Program Genres Viewed on SVOD
Drama
Comedy
Original SVOD TV programs
Shows that combine Drama and
Comedy
Sci-Fi
Documentaries
Children's programming
Contest reality shows
Sports
Non-contest reality shows
National News
Local News
Weather
Spanish-language shows
SVOD Subscribers
SVOD Male
14%
6%
6%
19%
22%
20%
22%
48%
45%
50%
44%
52%
53%
46%
44%
48%
47%
46%
43%
43%
52%
35%
40%
48%
43%
33%
37%
30%
33%
33%
36%
65%
60%
70%
62%
67%
72%
65%
66%
64%
71%
58%
57%
10%
10%
11%
12%
10%
9%
14%
5%
8%
14%
7%
9%
8%
11%
9%
11%
8%
6%
8%
4%
4%
8%
7%
5%
7%
3%
4%
5%
7%
4%
5%
4%
4%
6%
5%
3%
5%
2%
4%
2%
2%
SVOD Female
SVOD Age 13-34
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.503 - Thinking about the types of programs you watch on streaming subscription services like Netflix streaming, Hulu Plus, or Amazon Prime,
what types of TV programs (not movies) do you typically watch on these services?
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*
*
*
*
@/
Figure 45: TV Program Genres Viewed by SVOD Subscription
Drama
66%
66%
Comedy
65%
66%
50%
50%
Original SVOD TV
programs
Shows that combine
Drama and Comedy
47%
49%
Sci-Fi
44%
47%
49%
34%
Documentaries
35%
20%
18%
Children's programming
Contest reality shows
11%
11%
Sports
9%
11%
National News
5%
8%
Local News
5%
6%
Weather
4%
6%
Spanish-language shows
3%
3%
73%
56%
54%
42%
26%
19%
15%
10%
8%
Non-contest reality shows
74%
18%
12%
9%
10%
7%
Netflix
Amazon Prime
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.503 What types of TV programs (not movies) do you typically watch on these services?
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*
*
*
*
@@
Figure 46: Reasons for Watching TV Programming Through SVOD
60%
To be able to watch programs at a time that is convenient
for me
60%
53%
To catch up on past episodes or seasons of a show that is
currently airing on live TV
51%
47%
55%
50%
52%
57%
43%
To try out a new show and see if I like it
50%
55%
53%
49%
36%
45%
38%
To watch new original programs produced by Netflix, Hulu
Plus, or Amazon Prime
46%
44%
44%
51%
44%
42%
46%
51%
37%
34%
It's easy to find shows I want to watch
To re-watch episodes of a show I watched when it aired live
on TV
26%
37%
32%
40%
43%
33%
35%
38%
32%
37%
29%
40%
To watch classic TV shows (i.e. Shows that first aired in, or
before, 1999)
18%
20%
16%
20%
16%
14%
To watch shows that may not be appropriate for the whole
family to watch
SVOD Female
60%
52%
48%
55%
51%
52%
53%
To watch when there is nothing on live TV
SVOD Male
66%
65%
60%
58%
60%
To watch a show that I missed when it aired on live TV
SVOD Subscribers
69%
60%
55%
65%
64%
55%
54%
Because there are no commercials (on Netflix and Amazon
Prime)
To watch kids shows with/for my kids
66%
71%
14%
11%
17%
14%
19%
8%
SVOD Age 13-34
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.505 - Please select any of the reasons below you watch episodes of TV programs or full TV series through a subscription service like Netflix,
Hulu Plus, or Amazon Prime?
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*
*
*
*
@A
Figure 47: Reasons for Watching TV Programming Through SVOD by Subscription
68%
65%
72%
To be able to watch programs at a time that is
convenient for me
63% 80% of Hulu
62%
60% Plus subscrib
also have Net
59%
61%
70%
Because there are no commercials (on Netflix and
Amazon Prime)
To catch up on past episodes or seasons of a show
that is currently airing on live TV
52%
55%
To watch a show that I missed when it aired on live
TV
53%
51%
46%
To watch when there is nothing on live TV
51%
51%
To try out a new show and see if I like it
46%
44%
50%
It's easy to find shows I want to watch
38%
36%
To re-watch episodes of a show I watched when it
aired live on TV
36%
37%
To watch classic TV shows (i.e. Shows that first aired
in, or before, 1999)
To watch shows that may not be appropriate for the
whole family to watch
20%
20%
21%
To watch kids shows with/for my kids
14%
18%
22%
Amazon Prime
59%
47%
48%
53%
To watch new original programs produced by Netflix,
Hulu Plus, or Amazon Prime
Netflix
64%
44%
44%
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.505 - Please select any of the reasons below you watch episodes of TV programs or full TV series through a subscription service like Netflix,
Hulu Plus, or Amazon Prime?
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*
*
*
*
@B
Figure 48: SVOD Binge Viewing Behavior
55%55%
51%
48%
45%
43%
35%
34%33%34%
32%32%
27%26%
23%
19%
19%19%
17%
20%
18%
16%
16%
9%
Watch an entire season of
episodes
at one time
Watch half or most
episodes in a season at
once
Watch 3 or more episodes
in a season at once
Watch 1 or 2 episodes at a
time
SVOD Subscribers
SVOD Male
SVOD Female
SVOD Age 13-34
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.506 - How do you typically watch episodes of TV programs on Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
@D
Figure 49: SVOD Binge Viewing Behavior by Subscription
48% 47% 47%
45%
40%
34% 34% 35%
29%
23% 24% 22%
17% 17%
20% 20%
Watch an entire season of Watch half or most episodes Watch 3 or more episodes in Watch 1 or 2 episodes at a
episodes at one time
in a season at once
a season at once
time
SVOD Subscribers
Netflix
Amazon Prime
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.506 - How do you typically watch episodes of TV programs on Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
A-
Figure 50: Change in Number of Programs Watched Among SVOD Subscribers
49%
41%
38%
34%
37%
39%
51%
47%
54%
46%
36%
14%
Watching more programs
SVOD Subscribers
52%
SVOD Male
12%
15%
17%
8% 9%
Watching fewer programs
SVOD Female
SVOD Age 13-34
Watching the same amount
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.508 - Compared to six months ago, are you watching more programs (not movies), fewer programs, or about the same number of programs on
Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
A.
Figure 51: Change in Number of Programs Watched Among SVOD Subscribers by Subscription
55%
49%
38%
38%
49%
48%
40%
35%
14%
Watching more programs
SVOD Subscribers
13%
12%
10%
Watching fewer programs
Netflix
Watching the same amount
Amazon Prime
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.508 - Compared to six months ago, are you watching more programs (not movies), fewer programs, or about the same number of programs on
Netflix, Hulu Plus, or Amazon Prime?
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*
*
*
*
A,
Figure 52: Perceptions of SVOD Original Programming
56% 55% 56%
27%
28%
58%
60%
53%
30%
26%
23% 22%
3% 4% 2% 3% 3% 4%
Higher quality than shows I find on
broadcast and cable
SVOD Subscribers
SVOD Male
About the same quality as shows on
broadcast and cable
SVOD Female
SVOD Age 13-34
Lower quality than shows on
broadcast and cable
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.509 - Please select the statement that best describes your opinion about original programs found on your streaming subscription service(s) - "I
consider the original programs found on Netflix, Hulu Plus, and Amazon Prime..."
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*
*
*
*
A>
Figure 53: Perceptions of SVOD Original Programming by Subscription
56%
27%
28%
31%
56%
52%
56%
32%
3%
Higher quality than shows I find on About the same quality as shows
broadcast and cable
on broadcast and cable
SVOD Subscribers
Netflix
3%
4%
1%
Lower quality than shows on
broadcast and cable
Amazon Prime
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.509 - Please select the statement that best describes your opinion about original programs found on your streaming subscription service(s) - "I
consider the original programs found on Netflix, Hulu Plus, and Amazon Prime..."
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*
*
*
*
A?
Figure 54: SVOD/Live TV Crossover Viewing
70%
73% 73%
68%
71%
63%
48% 48% 48% 49%
52%
49%
44%
45%
43%
39%
38%
36%
Used Netflix to catch-up on seasons
Found and watched a show on
Started watching a show on
of a show that is currently airing new Netflix, Hulu Plus, or Amazon Prime, television at its scheduled time, or on
episodes on TV, then started
and then started watching it live or on
my DVR, and then continued
watching the current season live or
my DVR
watching it on Netflix, Hulu Plus, or
on my DVR
Amazon Prime
SVOD Subscribers
SVOD Male
SVOD Female
SVOD Age 13-34
SVOD Age 35-49
SVOD Age 50-64
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.510 - Have you ever done any of the following ... Summary of "Yes"
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*
*
*
*
A/
Figure 55: SVOD/Live TV Crossover Viewing by Subscription
70%
75%
69%
71%
58%
48%
49%
53%
49%
44%
54%
44%
Started watching a show on
Used Netflix, HP, or AP to catch-up Found and watched a show on
television at its scheduled time, or
on seasons of a show that is
Netflix, Hulu Plus, or Amazon
currently airing new episodes on Prime, and then started watching it on my DVR, and then continued
live or on my DVR
watching it on Netflix, Hulu Plus, or
TV, then started watching the
Amazon Prime
current season live or on my DVR
SVOD Subscribers
Netflix
Amazon Prime
Hulu Plus
Base: SVOD Subscriber/Watch on Netflix/Hulu Plus/Amazon Prime (n=741)
Q.510 - Have you ever done any of the following ... Summary of "Yes"
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*
*
*
*
A@
Figure 56: Devices Used by Source of TV Programming
A laptop, notebook or netbook computer
36%
7%
45%
53%
31%
A television set
39%
93%
16%
A tablet computer, such as an iPad or Kindle Fire
A video game console such as Xbox, Wii, or PS3
A Smartphone, such as an iPhone, Samsung Galaxy, or
Blackberry
A desktop computer
4%
34%
3%
9%
28%
27%
4%
27%
6%
A portable MP3/digital media player (e.g., iPod Touch)
A portable game device (e.g., Sony PSP or Nintendo 3DS)
4%
3%
2%
2%
Official App
23%
9%
4%
4%
1%
4%
SVOD
38%
41%
26%
25%
37%
VOD
YouTube
Base: Watch through source/Individually based
Q.502/512/532/552 - What are the devices you use to access programming through [insert service]?
!"#$%&'()*+*,-./*!"01234%*5647)%"0&71*811"7&9)&"0*90:*;8<=5***************
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AA
Figure 57: Genres Viewed by Source of TV Programming
18%
10%
14%
13%
Children's programming
10%
13%
12%
10%
56%
Drama
Non-contest reality shows
Original SVOD Programs
5%
6%
4%
15%
9%
9%
10%
7%
15%
47%
4%
5%
13%
21%
28%
31%
33%
17%
43%
46%
44%
3%
5%
2%
3%
9%
Sports
SVOD
70%
16%
6%
8%
Shows that combine Drama and
Comedy
Weather
65%
25%
Sci-Fi
Spanish-language shows
33%
21%
18%
23%
Documentaries
National News
61%
52%
Contest reality shows
Local News
65%
48%
Comedy
9%
4%
5%
6%
20%
15%
13%
Official App
VOD
YouTube
Base: Watch through source/Individually based
Q.503/513/534/553 - What are the types of full-length TV programs you typically watch through [insert service]?
!"#$%&'()*+*,-./*!"01234%*5647)%"0&71*811"7&9)&"0*90:*;8<=5***************
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Figure 58: Reasons for Watching Programs by TV Program Source
To be able to watch programs at a time that is convenient
for me
34%
To catch up on past episodes or seasons of a show that is
currently airing on live TV
51%
26%
36%
21%
44%
25%
26%
29%
It's easy to find shows I want to watch
To re-watch episodes of a show I watched when it aired live
on TV
25%
21%
22%
To watch classic TV shows (i.e. Shows that first aired in, or
before, 1999)
8%
48%
49%
25%
To try out a new show and see if I like it
36%
35%
14%
22%
18%
7%
10%
13%
To watch shows that may not be appropriate for the whole
family to watch
14%
11%
11%
8%
To watch kids shows with/for my kids
Official App
54%
23%
37%
SVOD
60%
38%
To watch when there is nothing on live TV
66%
48%
53%
VOD
YouTube
Base: Watch through source/Individually based
Q.505/514/536/555 - Please select any of the reasons below you watch episodes of TV programs or full TV series on [insert source].
!"#$%&'()*+*,-./*!"01234%*5647)%"0&71*811"7&9)&"0*90:*;8<=5***************
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AD