If you needed any more evidence that streaming video is on the rise big time, take a look at some new numbers from 451 Research. In their “Voice of the Connected User Landscape” study, they found that out of people who subscribe to a streaming video service, nearly 20% pay for three or more at once.
At the end of 2016, the study showed that 19% of people were actively subscribed to three plus streaming video services. The rise in “self bundling” just speaks even more to the recent mindset that consumers want more control over exactly what content they pay for.
Of people who pay for streaming video, an incredible 79% have Netflix, followed by 53% with Amazon Video. Of course, Amazon Prime customers are Amazon Video customers by default, so that may be a tad overstating how many people actually use the video service. But still, it shows a changing TV landscape.
Access to movies was the top driving reason for people to pay for a video service, with 50% of respondents saying that was the biggest draw for them. Complete seasons of TV shows was the next biggest factor, with 45% of people choosing that (a number that was up 6 percentage points from the previous year).
And in more good news for Netflix, 33% of people that responded to this survey said they chose a service based mostly on its original content. That factor was up 8 percentage points from the previous year.
“Netflix and Amazon have spent billions creating exclusive original content to differentiate themselves within a competitive streaming TV market, and our latest surveys show that it’s resonating with customers,”said the study’s managing director, 451 Research’s Andy Golub. “Original content has become a much more important factor over the past year in choosing streaming services, and the data shows consumers are simply watching more of it.”