It may be a digital world driven by over-the-top video distribution. But as millennials opt away from traditional pay-TV, they are also embracing the old-school TV antenna, according to a new report.
Horowitz Research suggests that while TV viewers in the U.S. are experimenting with online TV services such as YouTube TV, Sling TV, DirecTV Now and PlayStation Vue, among others, they are increasingly opting for digital antennas.
The study finds that 34% of TV content viewers are accessing OTT video content via digital antennas, which came about following the federal government’s mandated switch from analog to digital TV transmission.
Antenna owners are younger (40% of antenna owners are 18-34 vs. 31% of total TV content viewers) and skew male (59% vs. 49% of total TV content viewers).
Among non-pay-TV subscribers, 51% report owning an antenna. Antenna owners are more likely to subscribe to one of the three major SVOD services (78% subscribe to Netflix, Hulu, or Amazon Prime Video, vs. 67% of TV content viewers). Antennas are also popular in traditional pay-TV subscriber households: 30% of traditional subs report owning an antenna.
Horowitz’s data suggest antenna owners spend 19% of their time using an antenna, 44% streaming, and 32% through an MVPD, watching live, DVR, VOD and packaged media
“With today’s stronger signals and advances in technology, along with improved design aesthetics, antennas are re-emerging as an inexpensive and practical way of accessing TV content,” Stephanie Wong, director of insights and strategy, said in a statement.
With new technology allowing for the recording of over-the-air content, including TiVo’s Bolt OTA, Plex, and Amazon’s Fire TV Recast, Horowitz said consumers are replacing cable with SVOD services and over-the-air broadcasts.
With the pending rollout of ATSC 3.0, which would allow for 4K resolution and enhanced sound to broadcast TV, Adriana Waterston, SVP of insights and strategy for Horowitz, contends pay-TV’s perceived advantage in picture quality and reliability is waning.
“As the broadcast industry works to improve its standards and achieve widespread adoption of ATSC 3.0 — about 40 markets by 2020, according to NAB — that advantage gap has the potential to shrink, with adoption of over-the-air viewing increasing,” Waterson said.