New consumer research from Leichtman Research Group (LRG) has found that 18 to 34-year-olds account for 53% of US adults that use an IPTV service. Overall, 11% of adults aged 18-44 currently have an IPTV service, compared to 3% of those aged 45 and above.
Among all that have an IPTV service, 93% also have a SVOD service from Netflix, Amazon Prime, and/or Hulu. Additionally, 49% of IPTV subscribers have a TV antenna for watching over-the-air broadcast TV and 35% also have a pay TV service from a traditional cable, satellite or telco provider. These findings are based on an online survey of 6,947 households throughout the United States. Other related findings include:
- 12% of adults that moved in the past year have an IPTV service, compared to 6% of non-movers.
- IPTV subscribers watch these services at home 78% of the time, compared to 80% at-home viewing of HBO NOW and 88% at-home viewing of Netflix.
- 69% of current IPTV subscribers are very satisfied with their service, yet 27% are very likely to switch from an IPTV service in the next six months.
- 24% of those that do not currently have an IPTV service are very interested in getting one.
- 76% of all adults agree that there are specific networks or programming genres that are must-haves for a TV service in their household—this includes 88% of those very interested in getting an IPTV service.
LRG’s president and principal analyst Bruce Leichtman commented:
“There is clearly a growing niche market for lower-cost/lower-channel live streaming pay-TV services, particularly among younger, more mobile renters and those living in households with more people. Currently, these IPTV services are augmenting other sources of video in the home and consumers are experimenting with the various streaming pay TV services to discover what combinations of video offerings work best for their household”.
Analyst Comment
LRG differentiates between IPTV services which are channel-based continuous content that is also being transmitted by conventional broadcast. It includes live sport broadcasting. SVOD is not channel-based. (BR)
