Subscription Services Grab Lion's Share Of Online Viewing

by Wayne Friedman , February 15, 2016

Subscription streaming services such as Netflix, Hulu and Amazon take up nearly two-thirds of all online viewing, according to a new report.

Streaming services have a 65% share of all online video viewing -- with video sharing sites like YouTube and Vine at a “surprisingly low” share of 19% of total viewing, according to media researcher RealityMine.

This comes from analysis of TV and online video behavior through USA TouchPoints eDiary data of 7,673 American panelists between March 2015 and November 2015.

Devices are a key component of online video use: 80% of online videos accessed on a TV set come through subscription video-on-demand (SVOD) services; just under a 60% share for SVOD of mobile online videos.

SVOD comprises more than 40% of computer online videos.

Video-sharing services like YouTube and Vine have a 32% share on computers, just over a 21% share for mobile devices, and 10% on TV sets.

Millennials still watch plenty of live TV -- but in a similar proportion to older viewers. Research showing 89% of younger Millennials (18 to 24 years) who watch TV, watch live TV, with those 55 to 64 tallying a 96% number. Other viewers -- those between 24 and 55 -- were between 90% to 95%.

demographics, mobile, streaming, tv

2 comments about "Subscription Services Grab Lion's Share Of Online Viewing ".

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Edward Omeara from MediaHound, February 15, 2016 at 8:18 a.m.
Video streaming services are as different from video sharing services as programmatic TV is from programmatic video.
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Ed Papazian from Media Dynamics Inc, February 15, 2016 at 9:26 a.m.

Hardly surprising as the SVOD services far surpass the other video streaming players in terms of viewable content. At present, we estimate that SVOD services garner about 8-9 % of all TV/video viewing time but this is based on streaming data---what there is of it that has been made public as well as some data from private sources. It will be interesting to see what Nielsen reports when it finally solves the riddle of identifying SVOD viewing.