‘Over two thirds of US consumers plan on using an Internet TV service this Christmas’, says Paywizard survey
67% of US consumers expected to use Internet TV services this Christmas
Almost a quarter of US consumers plan on signing up to Netflix alone
Worldwide, almost half of Internet TV subscribers plan to cancel within 6 months
14 December 2015 – Internet TV is on the rise in the US with 67% of consumers planning to use paid services like Netflix and Hulu this Christmas. According to a new Research Now study, commissioned by Paywizard, the expert in subscriber management for pay-TV, 36% of consumers already have an Internet TV subscription in the US and just under a third (31%) plan to subscribe to a streaming service this Christmas. US consumers are most willing to pay for their entertainment experiences, with a massive 80% using paid-for TV services – far greater than other countries surveyed.
Great news for providers – OTT TV will be a big hit for consumers this Christmas
With its home field and early mover advantage, demand for Netflix is the greatest at 24% and driven by the younger 18-24 age group, with half (49%) planning to sign up prior to Christmas. Amazon Prime and Hulu followed Netflix as popular choices, each with 10% demand, and newcomer HBO Now at 7% of planned subscriber choices. However, US Internet TV subscribers are not committed to staying with 1 in 8 (13%) planning to end subscriptions in January and 38% of all subscribers planning to leave within 6 months.
These findings are part of a global study highlighting that Internet TV services will be a big hit with consumers around the world this Christmas, with 52% of viewers planning to use an online TV service during the festive season. The study, which surveyed consumers in Australia, Brazil, Germany, Singapore, the UK and US, analyzed how consumers plan on watching TV this Christmas, which TV services they prefer and which devices they plan to use.
80% of US consumers use paid for TV services, significantly higher than the survey average of 59%
Streaming devices are more popular in the US than Europe with 15% of American consumers using these devices – double the rate of both the UK and Germany
Mobile viewing is on the rise, with almost half (48%) of consumers saying they will watch TV over Christmas via a laptop, tablet or smartphone
Over 45s in US are 50% less likely to sign up for Internet TV than younger consumers and women in general are 23% less likely to than men
US consumers are most likely to watch DVDs, with over a third (34%) of consumers stating they will watch DVDs and boxsets this Christmas.
Netflix will be the most popular choice for new subscribers in the US
“As the birth place of many of the leading international Internet TV services, the US market offers a great insight into the rapidly evolving battle between traditional cable and satellite services, new Internet TV players and growing number of content brands going direct-to-consumer,” said Bhavesh Vaghela, Chief Marketing Officer at Paywizard. “Although from first glance the market may appear saturated, our survey revealed that nearly two-thirds of US consumers would consider signing up for more than one service, as long as the package on offer is desirable. As operators like Hulu experiment with new pricing bundles and Netflix starts debuting richer 4K content in the US, we begin to see that developing new ways of keeping consumers loyal is critical.”