Online video access is increasingly important to consumers, but even as subscription online video services gain market share, TV Everywhere services run by pay TV operators are still significantly less in demand than their linear TV counterparts, and OTT competitors.
In Q1 2018, when consumers were asked which online services they had used in the past month, TV Everywhere services were significantly less popular than SVoD services. Across 13 markets, only 28% of pay TV subscribers on average used a TV Everywhere service provisioned by their operator (typically included free with their TV subscription). By contrast, 66% of pay TV subscribers used a third party SVoD service.
Reasons for the apparent preference for SVoD over TV Everywhere services include:
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Ampere explores the significant growth in SVoD-only households in developed markets.
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Swedish consumers also prefer SVoD services over traditional pay TV services.
Data from Ampere's Analytics service highlights changes in observed licencing periods for the catalogues of US SVoD players Netflix and Amazon.