The launch of new compelling streaming platforms, more original content and pandemic sheltering has led to continued growth of subscription video on demand (SVOD) viewing, according to a report from Hub Entertainment Research.
The study shows the number of TV sources used by each viewer Hub surveyed this year hit an all time high of nearly six per person, which was double the number in 2018.
One result of this growth, the firm said, is content saturation, with 40% of viewers today using three or more of the 5 biggest SVOD services, up 28% from a year ago.
Each platform offers thousands of titles with more titles than the average person could watch.
“The fact that many people are using them all underscores just how tight the competition for viewers’ attention and time has become,” the report said.
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“As the TV experience evolves, SVOD ‘stacking’ has more impact than perhaps anything else. Viewers are excited about the vast amount of content to choose from. But they need an efficient way to manage all those platforms, which creates an opportunity for aggregators. And for those creating and marketing shows, the competition for each slice of disposable time is tighter than ever,” stated Jon Giegengack, Hub founder and principal.
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By Greg Tarr
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