3 in 4 TV Households Now Using At Least One On-Demand Service

January 5, 2015

This article is included in these additional categories:

Pay-TV & Cord-Cutting | Television | TV Audiences & Consumption | Video

LRG-On-Demand-Services-in-TV-Households-2014-v-2013-Jan2015The TV industry is undergoing plenty of changes as viewers demand content on their own schedules. Indeed, the Leichtman Research Group (LRG) finds in a new survey that 3 in 4 TV households in the US now have a DVR, subscribe to Netflix, or use video-on-demand (VOD) services from a cable or telco provider, up from 70% last year. Slightly more than one-quarter (26%) use two of these services, up from 23% last year, while 11% use all three, flat year-over-year.

The survey’s results show that DVR usage is tied to household income (HHI): those with HHI greater than $75k are twice as likely as those with HHI less than $30k to have a DVR (66% vs. 33%). It’s not only use of the DVR that’s growing: 59% of cable subscribers report having used VOD, up from 46% 5 years ago and 10% a decade ago.

With regards to Netflix, 36% of pay-TV subscribers claim to also subscribe to the service, which is used by 48% of non-pay-TV subscribers. (PwC, for what it’s worth, finds that a much larger 65% of pay-TV subscribers also use Netflix.) Meanwhile, LRG also notes that Netflix subscribers are becoming more engaged with the service: 36% stream daily and 72% weekly, up from 10% and 43%, respectively, in 2010.

About the Data: The results are based on a telephone survey of 1,233 adults age 18+ (including 180 cell phone calls) from throughout the continental US in households with a TV set. The survey was conducted in November, 2014. The random sample of respondents was distributed and weighted to best reflect the demographic and geographic make-up of the US. The overall sample has a statistical margin of error of +/- 2.8%.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This