Who’s Using Video-on-Demand?

September 12, 2013

This article is included in these additional categories:

Boomers & Older | Household Income | Television | Youth & Gen X

Nielsen-Age-Distribution-TV-VOD-Users-Sept2013Video-on-demand (VOD) users tend to be younger than traditional TV users and more likely to live in families with kids, says Nielsen in its latest cross-platform report [download page], which takes an in-depth look at the demographics of  VOD users. The findings indicate that VOD’s audience is heavily skewed towards the under-50 crowd, with a plurality 31% of users aged 18-34. By comparison, 48% of TV users are aged 50 and up, while just 17% are in the 18-34 bracket. According to recent Census figures, roughly 23.5% of the US population was in the 18-34 bracket last year, suggesting that people of this age under-index as TV users, while over-indexing as VOD users. (To be fair, the Nielsen data is based on audiences aged 2-99, while the Census Bureau population shares are based on the entire population. Nevertheless, the stark differences in audience shares for 18-34-year-olds mean that the trends hold true.)

While TV and VOD users don’t differ much in their ethnic distribution, the Nielsen report does indicate that there’s a substantial difference when it comes to high-income households. Indeed, fully 31% of VOD users earn more than $100,000 per year, compared to 21% of the TV audience.

Additionally, while both groups are equally as likely to own a DVR (50% of each audience), the VOD audience is more likely to have high speed internet (88% vs. 75%) and to own a tablet (34% vs. 26%).

What Are The Top Program Genres?

When it comes to VOD usage, the top genre by a clear margin is the feature film: 52% of the top 100 programs viewed on VOD are feature films, according to the report, with general drama (29%) the next-most popular and the only other to break the double-digit mark in this measure.

By contrast, time-shifted viewing skews heavily towards general drama (48%), with feature films (3%) far less popular.

Sorting those responses by age group, the study reveals that feature films are more popular among the 18-34-year-old VOD audience than the 50+ audience, while the opposite is true for general drama.


Explore More Articles.

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