One in Four Signed Up for at Least One TV Service During Pandemic

One in four U.S. consumers (28%) said they had signed up for at least one TV service during the pandemic, according to Hub Entertainment Research.

Each of the big four SVOD services has seen a three percentage point or higher increase since just before the pandemic began in February compared to July, according to Hub.

Meanwhile, pay-TV VOD and TVOD saw an increase of six percentage points and three percentage points, respectively, from February to July.

Moreover, consumers said they were likely to continue their same level of streaming TV service viewing, YouTube viewing and broadcast network viewing (especially for news).

“When it comes to the business of entertainment, people clearly intend to continue supporting the streaming TV services they’ve relied on for comfort viewing, the broadcast networks they’ve relied on for news, and the online videos they’ve used for needed distractions,” Peter Fondulas, co-founder and principal of Hub Entertainment Research, said in a statement.

With viewers spending more time watching TV, previews have become a stronger source of TV show discovery during the pandemic, according to Hub. The source is up considerably compared to last year as a method for discovering new shows, while with personal interaction more limited, word of mouth has dropped as a discovery source.

The data cited comes from Hub’s “Predicting the Post-Pandemic” study, conducted among 3,026 U.S. consumers, ages 14 to 74 who watch at least one hour of TV per week. The data was collected in July 2020.

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