Pay TV users in W Europe and N America will be outnumbered by Subscription Video on Demand (SVOD) subscribers by 2021, according to Ampere Analysis, as reported by Digital TV Europe, after a talk at the Connected TV World Summit in London.
The company predicts that OTT consumers will reach 261 million in the two regions by then, while pay TV will only have 228 million customers. Currently about 30% of homes take pay TV only and SVOD only accounts for 13%, but a larger percentage has both. However, SVOD users are not just using one offering, but subscribing to 2.6 services on average, the exclusive content being cited as a reason. Users with SVOD tend to watch far less scheduled TV. It was also noted that homes were far more likely to sign up for SVOD services if they were available on their STBs.
