Signs continue to point to consumers’ tendency to subscribe to more than one video streaming service as on an upswing. For example, on Monday, 451 Research released data from its “Voice of the Connected User Landscape (VoCUL)” survey, which calls out the increasing popularity of original content and an expanding trend of users paying for multiple video services. The survey was fielded last December and included 1,270 North American respondents. Participants discussed paid video services, streaming media devices, smart TVs, and cord-cutting trends.
The study says that 19 percent of streaming subscribers surveyed indicate they are taking three or more services, which is up 4 points over the previous year’s study. “These streaming enthusiasts are creating their own bundles of video services, starting with Netflix (95 percent) and Amazon Video (82 percent) then adding a combination of subscription and a-la-carte platforms including Hulu, HBO Now, and iTunes,” 451 Research reports. “Among all respondents who pay for a streaming service, 79 percent say they subscribe to Netflix and 53 percent to Amazon Video. Amazon Video continues to be the growth story, up 5 points over the past year.”
Notably, about a third of the streaming subscribers who responded to the survey chose their service for its original content, up 8 points year over year. 451 Research points out that original content has always been a major differentiator for the likes of HBO and Showtime, but the VoCUL survey highlights a growing importance of original content among Netflix users (36 percent, which is up 9 points over a year) and Amazon Video users (36 percent, which is up 14 points over a year).
“Netflix and Amazon have spent billions creating exclusive original content to differentiate themselves within a competitive streaming TV market, and our latest surveys show that it’s resonating with customers,” Andy Golub, managing director of 451 Research's VoCUL end user surveys and research, says. “Viewing original content has become a much more important factor over the past year in choosing streaming services, and the data shows consumers are simply watching more of it.”
According to 451 Research, its data also shows that Roku, Apple, Google, and Amazon currently dominate the streaming media device market. Among survey respondents who own a streaming media device, Roku leads with 31 percent owning that company’s streaming player and 10 percent owning a Roku Streaming Stick/Express. Apple TV (35 percent) came in second in the survey, followed by Google Chromecast (26 percent). The research firm suggests that although they represent a smaller share of the overall market, Amazon’s Fire TV devices are seeing the most momentum with Fire TV Stick (13 percent) up 2 points and Amazon Fire TV (10 percent) up 1 point.
More information on the survey is available here.