Streaming video-on-demand (SVOD) services have become quite mainstream, but a new survey from Ampere Analysis suggestsÂ that people are not abandoning pay-TV in favor ofÂ these streaming services; instead, they are choosing to supplement their pay TV services by, in essence, creating their own TV bundles.
SomeÂ 30% of the 53,000 internet users surveyed in North America and Europe used only pay-TVÂ services in Q1 2017, representing quite a decline from 43% a year earlier. But much of that decline owed to bundling of traditional pay-TV with SVOD services as opposed to cord-cutting: some 39% in Q1 subscribed to both traditional pay TV and SVODÂ services, up from 26% a year prior. As such, while pay TV-only users have been consistentlyÂ decreasing over the last 1.5 years, those withÂ both pay TV and SVOD have been gaining in numbers.Â Indeed, US-specific data shows continued cord-cutting, but atrelatively flat levels over the past few years.
Meanwhile, the proportion of SVOD-only users, although still relatively modestÂ at 13% as of Q1 of 2017, has beenÂ nearly doubling each year, per the Ampere survey. A greater number of SVOD customers are also using multiple services: in Q1, SVOD homes averaged 2.6 services, almost double the average (1.4) from Q3 2015. That tallies with a recent report that revealed that the proportion of online video customers who are paying for at least 3 streaming services is on the rise, demonstrating that viewers are ever more willing to pay forÂ a range ofÂ options.