January 9, 2018
Television tech company TiVo Jan. 9 revealed that the average global consumer spends almost five hours daily consuming and searching video entertainment – about 20% of daily life.
The results are from a survey of 8,500 pay-TV and over-the-top video subscribers across the U.S., Europe and Latin America.
“Consumers today are acting as their own aggregator, piecing together what they need from a variety of video service and device combinations to suit their individual needs,” Paul Stathacopoulos, VP of strategy, said in a statement.
Indeed, while 90% of households still subscribe to pay-TV – including 50% who have been with their operator at least four years – more than 60% also subscribe to a SVOD service such as Netflix, Amazon Prime Video and Hulu.
The United States ranks No. 1 in average daily viewing hours with 5.1, followed by the Brazil (4.7 hours), United Kingdom (4.2), Columbia (4.1), Mexico (4.1), France (3.7) and Germany (3.3).
Among SVOD services, not surprisingly Netflix dominates – except in Germany where Prime Video controls 69% of the market followed by Netflix and Maxdome at 42% and 12%, respectively.
Notably, despite marketing push toward mobile viewers, the vast majority(77%) of video consumers do so on a traditional television, followed by desktop computers (from 12%), smart phones and tablets (6%).
Roku continues to lead the U.S. streaming media device market (29%), followed by Google Chromecast (21%) and Apple TV (18%). However, Google, Apple and Amazon Fire TV Stick control the global market.
“Success in this new environment will not be about a single content source monopolizing the living room, instead it will be about adapting the business model to deliver value, integrated services and personalization to meet the evolving consumer needs,” said Stathacopoulos.