OTT Subscriber Volume Approaches Linear Video Sub Volume, Study Finds
At least in terms of subscription volume, over the top streaming video services have nearly reached a point equality with linear video services, a new survey suggests.
According to a survey by Clearleap, 79 percent of respondents subscribe to a linear video service, while 71 percent have used a streaming service. Clearleap did not provide details about the survey sample or size.
Of respondents between the ages of 18 and 29, 70 percent use a streaming service, while 64 percent have a cable subscription.
Additionally, 26 percent) of respondents in this age category have never subscribed to a linear video service.
When current streaming service users were asked what they would be willing to spend on a service that featured their three preferred types of content, 43 percent indicated that they would pay $10 to $25 per month.
Of those who self- identified as using one or more streaming services, 83 percent confirmed using Netflix, 38 percent use Amazon, and 22 percent use Hulu.
Respondents seem to be using both linear and streaming services. Only three percent indicated that they would cancel their linear subscription because they had signed up for a streaming service.
Clearleap asked respondents to design their own package by selecting three types of content that such a product would have, along with their optimal price point.
Current streaming service users wanted movies (67 percent), premium channels like HBO or Showtime (48 percent), major broadcast networks like ABC and CBS (41 percent), and a selection of cable channels like MTV or Bravo (41 percent).
Non-subscriber preferences fell in about the same order and range.
Movies are still tops (53 percent), followed by major broadcast networks (43 percent), premium channels (39 percent), and cable channels (37 percent).