January 25, 2018
Fueled by more than $130 billion investment in programing globally, the average person watches more than four hours of video on a daily basis, according to new data from TiVo.
The United States tops all countries with 5.1 hours spent per day on average consuming video. Other documented regions included the Brazil (4.7 hours), United Kingdom (4.2), Columbia (4.1), Mexico (4.1), France (3.7), and Germany (3.3).
TiVo said the average person spends 28 minutes daily searching for video content, based on online survey of 8,500 pay-TV and over-the-top video respondents.
“Viewers, content owners, new streaming services and devices have created a feedback loop where both supply and demand have grown exponentially,” wrote Jocelin Lee, senior manager, strategic research & market insights, and co-author of the report.
While 87% of U.S. respondents said they subscribe to pay-TV, 64% also pay for streaming video, including 44% using a streaming media device.
Not surprisingly, Netflix dominates among SVOD services with 82% penetration in the U.S., followed by Amazon Prime Video at 47% and Hulu at 32%.
Netflix’s highest regional penetrations include Mexico and Brazil at 91%, respectively. By comparison, Netflix has 65% penetration in France.
Among streaming devices, Roku (29%) enjoys a slight lead over Google Chromecast (21%), followed by Apple TV at 18% market penetration. Google Chromecast enjoys superiority in Columbia, Brazil, Mexico and France – all countries Roku is not sold.
Amazon Fire TV Stick ranks No. 1 in the U.K. and Germany – two strong Amazon ecommerce markets.