48% of Households Subscribed to SVOD in November

Subscription video-​on-​demand penetration nears half of U.S. households. According to MarketingCharts, some 48% of U.S. households had access to a subscription video-​on-​demand service in November 2015, reports Nielsen, up from 42% a year earlier.

In Nielsen's Q4 2015 Local Watch Report, the research found that where you live has an impact on your choices of how you watch TV. And AudienceSCAN found that Hulu Watchers are 20% more likely than average consumers to live in urban/​metropolitan cities.

"With each passing day, the line between traditional linear TV and digital programming continues to blur," according to Nielsen's Insights post. "And it’s important to consider the degree to which the proliferation of new technologies influence different markets. Washington, D.C. and tech-​savvy markets such as San Francisco and Seattle top the list for many technologies. However, in the past 18 months, cities like Detroit, Miami and Pittsburgh achieved high single- or double-​digit gains in smartphone, subscription video on-​demand and/​or tablet penetration."

According to AudienceSCAN, 47.7% of Hulu Watchers use Android smartphones, and 32% use iPhones. Keep this in mind when thinking about how they're streaming their subscriptions and viewing local spots.

"Despite the cross-​country explosion of devices, live TV remains the primary medium to consume video. According to the latest third-​quarter Total Audience Report, Americans spend four hours and seven minutes per day watching live TV and another 28 minutes watching time-​shifted TV. And moving into this year's presidential election, live TV remains Americans’ first choice when it comes to must-​see events, such as political debates and political news coverage."

AudienceSCAN data reveals 41.9% of Hulu Watchers still get most of their local news from broadcast TV, and 40.8% of Hulu Watchers took action after seeing a TV commercial in the past 30 days (over-​the-​air, online, mobile or tablet).

MarketingCharts reported, "SVOD penetration was highest in Washington, D.C. (59%), Seattle (58%) and Portland (57%), while Philadelphia (+15% points) was the market with the fastest year-​over-​year growth. Netflix continued to be the SVOD leader, in 44% of homes, followed by Amazon Prime (19%) and Hulu Plus (10%)."

"The study notes that Netflix penetration reached 50% or more in three markets: Portland (52%); Seattle (50%); and Boston (50%)."

"Portland was also the top market for Hulu Plus penetration (13%), while Seattle was tops for Amazon Prime (34%)."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.