January 12, 2021
While the subscription VOD market continues to grow exponentially, spearheaded by streaming giants such as Netflix, HBO Max, Peacock, Amazon Prime Video, Hulu and Disney+, new data from research firm Team Whistle finds that 75% of younger consumers are spending increasingly more time with lesser-known free connected TV options, or AVOD.
The New York-based entertainment and sports media company tracked data on Gen Z and millennial OTT/streaming preferences for the connected TV platforms such as Xumo, FuboTV, Pluto TV, Roku, IMDb TV and more.
Biggest year-over-year gainers among 13- to 36-year-olds were Xumo (+25%), Stirr (+22%), Tubi (+19%) and Samsung TV Plus (+17%). More than 85% of survey respondents turned to streaming platforms to find content they couldn’t find on other platforms. And 81% usually watch content on streaming platforms in the background while doing other things.
Weekly Viewership of 13-39-year-olds:
|Platform||Nov. 2019||Nov. 2020||Pct. Point Change|
|Samsung TV Plus||36.6%||54.0%||17%|
|The Roku Channel||57.6%||61.9%||4%|
13-39-year-olds living in the U.S. Research conducted using Qualtrics in November 2020.