June 26, 2020
U.S. consumer consumption of over-the-top content grew in both total households and total hours from April 2019 to April 2020, according to a report from Comscore.
In April 2020, 69.8 million homes used OTT, an increase of 5.2 million homes compared to April 2019, and the average home viewed 102 hours of OTT content (including AVOD, SVOD and TVOD) during April 2020, an increase of 17 hours compared to April 2019, according to the “State of OTT” report.
There has been a spike in OTT engagement since the start of the COVID-19 pandemic that is holding steady for now, according to Comscore. OTT consumption saw “exceptional growth” starting in early March 2020 through April 2020 and has since plateaued, according to the report.
The “Big 5” streaming services (Netflix, Disney+, Amazon, Hulu and Youtube) accounted for 82.5% of OTT streaming hours in April 2020. In monthly OTT households from January 2020 to April 2020, Netflix grew 6%, Youtube 13%, Amazon 10%, Disney+ 14% and Hulu 17%.
Growth in reach of ad-supported services is outpacing that of non-ad-supported services with ad-supported services growing 9% when comparing April 2020 to January 2020. Non-ad-supported services grew only 5%.
Households streaming on smart TVs grew the most, up 22% from April 2018 to April 2020. Households streaming on boxes/sticks grew 15% during the time period, while those streaming on gaming consoles fell 6%.
Total viewing hours increased 2.3 billion viewing hours across live TV, DVR, VOD, and OTT in April 2020 versus April 2019. Of this, OTT alone added 1.4 billion total viewing hours.
In April 2020, 21% of connected TV viewing households were cord cutters (households who cut the cord within the past five years), up 3% from April 2019, with 21% cord nevers (households with no cable/satellite subscription in the past five years), up 3% within the same time frame.
The use of pure-play virtual MVPDs to view OTT content has seen a 70% year-over-year growth between the three-month average of February through April 2019 and 2020.