Tuesday, January 9, 2018, 9:30 PM ET|Posted by Will Richmond
If you find yourself watching a lot of video these days, you’re not alone. According to a new global survey from TiVo, the average viewer now spends almost 5 hours a day with video, including 4.4 hours watching and another 28 minutes searching for something to watch. U.S. viewers lead with 5.1 hours watched per day, followed by Brazil, with 4.7 hours. At 3.3 hours per day, viewers in Germany watched the least.
Despite the headlines around cord-cutting, the survey found that pay-TV remains highly popular, with 87% of U.S. households still subscribing (along with 90% in Western Europe and 96% in LATAM). But the survey notes how viewers are experimenting with new options. 64% of U.S. households now have an SVOD service (60% in Western Europe and 71% in LATAM) while 44% of U.S. have a connected TV device (44% in Western Europe and 59% in LATAM).
But the survey does reveal more recent pay-TV subscribers are more inclined to cut the cord. In the U.S. for those subscribing to pay-TV for less than 6 months, approximately 14% are “extremely likely” to cut the cord in the next 6 months (for those subscribing for 6 months to a year it’s around 11% and then for 1-2 years, it’s back to 15%). This translates into longer-tenured subscribers (4+ years) constituting over 50% of pay-TV subscribers.
Among SVOD subscribers, no surprise, Netflix is by far the most popular service. Only Germany has a higher percentage of Amazon Prime subscribers (69%) compared to Netflix (42%). The highest rates of Netflix penetration among SVOD subscribers are Brazil and Mexico both at 91%. The U.S. is at 67%, followed by Amazon at 52%.
Finally, no surprise, the TV set continues to dominate as the device of choice for watching video. In the U.S. 77% of total video viewing happens on the TV (same for Western Europe, though just 51% in LATAM), with computers at 12%, 15% and 24% respectively.
The survey was conducted among 8,500 pay-TV and SVOD subscribers, with 2,500 in the U.S., 1,000 in each of the U.K., France and Germany and 1,000 in each of Brazil, Mexico and Columbia.
The survey results can be downloaded here.