NPD: Online Video Consumption, Engagement Leapt in Q2

Free, transactional and subscription video all grew significantly in the second quarter versus the same period in 2019, according to NPD Group data.

The market experienced “growth across just about every way you can consume video,” said NPD’s John Buffone during the online OTT.X summit Sept. 1. (The summit continues today; to register click here.)

Transactional VOD alone jumped by 57%, while subscription VOD grew 42%, Buffone reported.

Sales of TVs and streaming players (“largely driven by Roku”) also grew by double digits during stay-at-home orders, he said, while sales of DVD and Blu-ray players also saw a jump in sales “for a while.”

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The most frequently used services in April 2020 (Netflix, Hulu, Disney+, CBS All Access, Amazon Prime Video) are gaining the most ground, NPD research found. Among that group, 87% of Netflix subs said they use the service at least weekly, with 80% saying the same of Hulu, 70% of Disney+, 68% of CBS All Access and 64% of Amazon Prime. During April, 48% of Netflix subscribers said they were using it more often, compared to 57% of Disney+ subs, 42% of Hulu subs, 40% of CBS All Access subs and 39% of Amazon Prime subs.

A third of SVOD users said that exclusive content made them subscribe or watch more because content was not available any other way, he noted.

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