Commentary
Has SVOD Adoption Plateaued?
- by Karlene Lukovitz @KLmarketdaily, January 28, 2020
n U.S. broadband households, adoption of OTT video subscription services has plateaued at 71%, according to the latest video trends research from Parks Associates.
Nearly two-thirds adoption is hardly shabby. Still, if the plateau part is accurate, that's a real challenge for the rapidly proliferating SVODs competing for viewer dollars. …
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Once SVOD is transformed into a means of getting "linear TV" content such as local station news, sports, syndicated shows like "Wheel Of Fortune", "Dr Phil", "Judge Judy", "Dancing With The Stars", "NCIS", etc. at scale via platforms offered by the TV networks and Hollywood studios, as well as cable channel bundles---many via AVOD platforms at affordable rates--- there's no reason why SVOD penetration wont continue to expand up to the 90% level, maybe higher.. Cord cutters will simply be creating their own combinations of "linear TV" bundles by picking those options that will be made available in the streaming space. As things are going, SVOD will no longer be dominated by ad-free services like Netflix that specialize in certain types of fare but do not offer a broad enough menu to satisfy almost every one.