GfK, the consumer/market researcher, says 16% of TV homes have multiple SVOD services. So-called “self-bundlers” are paying for combinations of Netflix, Amazon Prime and Hulu, as well as other streaming services.
The survey says 49% of the TV viewers subscribe to at least one of these services. Some 17% have Netflix and Amazon Prime, while 9% having Netflix and Hulu. Some 5% have all three of the major services: Netflix, Amazon Prime and Hulu.
Self-bundlers have higher incomes -- $90,000, versus $76,000 for all TV viewers. They are also more likely (50%) to have kids/teens under 18 in their homes, versus 41% for any TV viewer.
Research also says TV homes with Netflix and Hulu (59%) are less likely to have traditional pay TV service -- cable, satellite, or telco -- than those with Netflix and Amazon Prime (67%).
GfK measured those consumers paying for two or more SVOD services to be considered “self-bundling.”
GfK examined 16 over-the-top (OTT) streaming video services. The company's report is based on interviews with 1,054 consumers.