New research from management consulting firm Activate shows that average video watching time has surpassed 5 hours per day, with “all growth” coming from digital video, while traditional television declines.
Is it “fake news,” or something broadcast TV’s C-Suite needs to review and react to?
What’s certain is that consumers are watching more video than ever before, and are “creating their own bundles with digital video and traditional TV.”
This speaks of content: Wherever the preferred video programming is, the consumer will go.
For Activate, which analysed technology and media as part of The Wall Street Journal‘s TECH LIVE event, a look at digital video was just one component of a wide-ranging nearly 200-page report.
Within digital video, nearly half of those subscribing to SVOD services pay for three or more services, Activate said.
Further, the average number of paid SVOD subscriptions per user is growing faster than ever, at over 20% year-over-year (2018 vs. 2019).
Activate expects subscription stacking to continue to grow in the future, as 39% of SVOD subscribers intend to sign up for an additional service in the next year.
“The video subscription world is even more complex than you think,” it says. “In addition to paying for multiple SVOD services, viewers also subscribe to multiple types of services.”
Activate found that free AVOD services, traditionally seen as a substitute for SVOD, are in fact a complement — across SVOD and AVOD subscribers, roughly half subscribe to both types of services.
Pages 94-117 of the report focus on video.
Sections on Music and Podcasting are also included in the report, which can be downloaded here:
