35% of American adults often or sometimes watch streaming video through a subscription service such as Netflix of Hulu Plus, according to new survey results from Harris Interactive. For what it’s worth (and the comparison is a curious one), the same survey question finds that 23% of adults buy magazines at a physical place of purchase (such as a newsstand or bookstore) with that regularity. Comparisons aside, the researchers examine what streamers’ viewing habits look like, and whether channel surfing is a part of their behavior.
According to the results, streamed videos have a short amount of time to make an impact. Among those who sometimes or often watch streaming video through a subscription service:
- 70% agreed that they’re very picky about what they watch through a subscription streaming service;
- About 1 in 4 only give a video a few minutes to catch their interest before deciding whether to stop or continue watching, and another one-third only go one-quarter of the way before making their decision;
- 6 in 10 agree that checking out the beginnings of several videos is “the new channel surfing;”
- 56% agree that when streaming, a video needs to wow them quickly or they’ll find something else;
- About one-third claim they’ll watch just about anything on a subscription streaming service; and
- Amusingly, 1 in 5 think they might have SADD (“Streaming Attention Deficit Disorder”).
Finally, the researchers should be applauded for giving the following name to the practice of channel surfing while streaming: “streamrollin’.”
About the Data: The Harris Poll was conducted online within the United States between July 17 and 22, 2013 among 2,242 adults (aged 18 and over), among whom 587 sometimes or often watch streaming video through a subscription service. Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.