October 15, 2021
A large majority — 82% — of U.S. consumers now watch some form of OTT content, with only 55% still watching cable TV, according to data from the from the “State of Streaming” report from Resonate, a provider of A.I.-driven consumer data and analytics.
The report suggests live TV resonates well with older demographics that are used to viewing live TV through traditional broadcast. The live TV streaming only audience skews older, with the largest age group being 45-54 years old, while the streaming on-demand only audience is on the younger side, with the largest group being 25-34 years old.
Streaming live-TV viewers are mainly using ad-support or free services (AVOD), such as Pluto TV, Roku Channel and Tubi TV. They under-index against all paid live TV services. Streaming live-TV-only viewers skew male. The majority uses Pluto TV to stream live TV programming. They enjoy programming produced by CBS and Fox, especially “American Dad” and “Tucker Carlson Tonight.”
Streaming on-demand only viewers skew female. The majority of the audience watches Netflix and Amazon Prime Video regularly. Out of the top four on-demand streaming services, their favorite shows are on Netflix.
This audience tends to binge-watch their favorite TV shows using their smart-TVs.
Resonate also examined the different characteristics among the customers of streaming services. According to the research, Peacock and Paramount+ subscribers vary significantly in terms of gender and tastes in TV shows. Peacock subscribers skew male, while Paramount+ subscribers skew female. Peacock subscribers prefer comedy shows, while the Paramount+ subscribers have more eclectic tastes, ranging from comedy to crime genres. Overall, both Peacock and Paramount+ subscribers are avid sports fans. However, the Peacock subscribers are supporters of their local professional sports teams, while the Paramount+ subscribers enjoy sports programming overall without any local professional team affiliations.
The Resonate proprietary data set includes more than 14,000 relevant data points that describe more than 230 million individual U.S. consumers, according to Resonate.