Commentary

55% Of TV Viewers Go First To OTT, Vs. 39% To Traditional Pay-TV... But Netflix Is Losing Ground

When it comes to TV viewing, paid or free online streaming services are the first destination for 55% of U.S. broadband consumers, compared to 39% heading first to traditional linear, DVR or VOD pay-TV services, according to Hub Entertainment Research’s latest “default” viewing sources study.

Last year, online/OTT sources were …

3 comments about "55% Of TV Viewers Go First To OTT, Vs. 39% To Traditional Pay-TV... But Netflix Is Losing Ground".
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  1. Jordon Preston from 22squared, September 17, 2021 at 4:10 p.m.

    I'm always curious about how much of the overall streaming composition consists of virtual MVPDs. While streaming and CTV have certainly exploded over the last year, the manner in which content is consumed via vMVPDs is still similiar to traditional, linear TV (and the national inventory is often purchased that way, as well). 

  2. Ed Papazian from Media Dynamics Inc, September 17, 2021 at 4:23 p.m.

    Jordan, Nielsen broke that out about a year ago and it came to about 8% of streaming.

  3. Jordon Preston from 22squared replied, September 17, 2021 at 4:32 p.m.

    Thanks, Ed. That's surprisingly low to me, though I suppose it's an uphill battle to reach the kind of volume that YouTube and other "binge" platforms generate.

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About the Author

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.

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