Comscore: Five OTT Services Command 80% of Streaming Hours in U.S.

Comscore on July 6 released new data that found five streaming video services (Amazon Prime Video, Disney+, Hulu, Netfli and YouTube) collectively represent more than 80% of all OTT streaming hours in the United States.

Since the report is co-partnered with YouTube, much attention is given to the Google-owned social media platform, including increased (by 13%) household penetration in 2020, and 34% uptick since March 2019.

“We uncovered recent, rapid changes in the industry due to the growth of OTT services, content and devices, as well as the COVID-19 pandemic’s effect on consumer behavior,” Comscore’s Alison Robart and Kim Gardner wrote in a post.

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They wrote that since January, while all streaming services have increased their reach, most of the growth came from services that reached ad-supported households. Overall, ad-supported video-on-demand services have extended their reach at a faster pace than non-ad-supported services (+9% growth in reach vs. +5%, respectively, between January and April).

“This is good news for advertisers, as it means their content is getting in front of more viewers,” Robart and Gardner wrote.

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While traditional devices such as desktops/laptops, phones and tablets have the largest reach across U.S. wireless households, Internet-connected TVs reached more than 70% of domestic households.

In addition to the growing reach of connected TVs, the amount of time spent watching content has increased as well. Time spent on YouTube increased 22% for total hours streamed (March 2019 vs. March 2020).

Notably, with audiences home more than ever, ComScore found that more than 60% of signed-in viewers of YouTube on TV watched a videos featuring titles that contain “Home Workout” (+340%), “Cooking/Recipes” (+45%), and “Meditation Videos” (+45%) and “Self-Care” (up +100%).

 

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