The latest data shows 82% of broadband users have at least one subscription service, according to Parks Associates. This comes against a now estimated 106 million U.S. broadband users.
What that means is unlike the 200 to 300 channels one typically gets on a traditional pay TV service, U.S. consumers are knowingly paying $4.99 to $14.99 extra for one, or two, on top of the $60 to $100 a month.
Those are bills consumers eye every month. This means they are pretty keen to watch stuff on streamers.
Let me put it this way: Those services are now added to a handful of all TV networks/platforms -- perhaps five to seven or so, out of 200 to 300 they regularly watch on traditional pay TV, such as Netflix, Hulu, Disney+ or Amazon Prime Video.
We know the spike here is also around the new shiny TV thing: CTV/OTT.
When looking at streaming minutes consumed by U.S. users, Nielsen says billions of minutes viewed are still going to industry leader Netflix. In its weekly reading of streaming, Nielsen doesn’t compare this to the billions of minutes on linear TV.
For the week ending May 9, Netflix had the top eight of 10 subscription VOD programs -- including the original movie “The Mitchells Vs.The Machines” -- pulling in 853 million minutes.
Looking at some select weeks over the past three months, Netflix either had eight or nine of the top programs (TV or movies). It had eight of the top 10 for the week ending March seven; then nine (March 28); nine (March 21); nine (April 4); 8 (April 18); eight (May 2); and eight (May 9).
Before we get too crazy here, some 80 million to 85 million U.S. TV homes are still regularly paying for traditional pay TV, resulting in large (though declining) viewing still coming their way.
Big question: Will real change happen when a majority of TV viewing becomes premium streaming versus traditional TV? Or, when traditional pay is less than half of TV homes -- around 40 million to 50 million?
Nielsen data says perhaps 20% of all TV viewing is on streaming now -- subscription, ad-supported, or other variations.
When streaming viewing gets over 50% is that when real change occurs? Who and what exactly gets tipped over?
Everyone seems to recognize the change -- though some are moving faster than others.
Are there any Blockbuster Video companies here?