March 27, 2020
OTT streaming has significantly increased across connected TVs and streaming boxes/sticks in recent weeks amid the COVID-19 pandemic and ensuing stay-at-home measures, according to new research from Comscore.
In comparing OTT streaming behavior March 1-16 in 2019 to the same period in 2020, the research found notable year-over-year growth in both the number of households and time spent with OTT content on both connected TVs and streaming boxes/sticks.
Streaming hours grew 24% on connected TVs and 16% on streaming boxes/sticks. Overall, streaming boxes and sticks made up 56% of to-date OTT streaming hours in March 2020, and connected TVs accounted for 32%.
The number of households grew as well comparing the two periods, with connect TV OTT households jumping 29% and streaming box/stick OTT households soaring 43%.
At the app level, the “big four” streaming services still accounted for the majority of total OTT hours viewed on both connected TV and via streaming boxes/sticks with Netflix leading both categories for March 2020.
“Comscore’s latest information shows that the millions of Americans who are remaining indoors to comply with coronavirus public health measures are hungry for news and entertainment, and streaming options are an increasingly important piece of the consumption pie along with traditional TV,” said Bill Livek, Comscore CEO, in a statement. “Advertisers who are looking to pivot their planning to match the rapidly-changing media consumption landscape can benefit from engaging with these growing audiences.”
Comscore is providing frequent updates on its Coronavirus insights hub.