SVOD-only households on the rise

The proportion of homes ditching traditional TV and exclusively taking an SVOD service is on the rise, according to new research.

The overall number of subcription bide-on-demand homes continues to increase globally, and within that group, the number of SVOD-only homes is also on the up, Ampere Analysis reports.

Its data shows the US is the largest SVOD-only market, with 10.4% of TV households in that bracket.

Denmark is close behind with 10% and Germany is the fastest growing market in terms of SVOD-only homes.

The UK and France have, by contrast, low numbers of SVOD-only homes and are seeing sluggish growth in this respect.

The US also leads the the way In terms of the number of SVOD services the average streaming customer is paying for, at 2.5 per home. In Europe the average number of services SVOD homes pay for ranges between 1.2 and 1.5.

Ampere’s demographic analysis reveals that the typical SVOD subscriber is under 35, is more likely to live with a partner, and to have kids.

“SVOD-only homes are a growing and significant market segment across all markets, but perhaps more interesting is the growth in the bundling of multiple SVOD services by consumers,” said Guy Bisson, research director at Ampere Analysis.

“These DIY next-generation TV bundles look set to be a key driver for subscription TV in the coming years and an area that operators must embrace in order to remain competitive.”