Subscription streaming services dominate the online video space, with Netflix far ahead of the pack, 40% ahead of second-place Amazon Prime, followed by Hulu Plus.
Adobe has released a report with TDG focused on consumer behaviours and preferences around TV Everywhere and streaming services. In addition to the Netflix dominance, it uncovered that HBO Now’s original programming has the most positive influence on viewership (76% report increased viewing time), followed by Netflix (65%). Original programming on Hulu Plus had the least influence (39%).
YouTube leads the free streaming services pack, 60% ahead of second place, Hulu, followed by Crackle.
The report services.html also found that younger viewers are a driving force behind multiscreen TV, forgoing pay-TV packages. They consume more content and multiscreen experiences are becoming second nature. Adults spend about 26 hours per week watching video on television (linear, DVR, streaming or disc).
About 30% do not subscribe to a pay-TV service; for those 18-24, 49% do not. Among adults, 42% of total TV time is spent watching OTT TV (54% for 18-24s). Also, 18-24s spend 15.4 hours/week watching OTT TV (compared to 6.7 hours/week among those over 65).
Also, content remains in the living room, but via different means. In addition to smartphones, other platforms are also seeing growth in user activity. A full 82% of video streamers watch on a home TV, followed by 32% on smart TVs and 34% on game consoles. Generally, half of streaming time is spent watching short-form video, but only 37% among 18-24s. 41% of PC streamers report an increase year-on-year in activity (16% significantly so). Three in five watch streaming video on their smartphones, averaging 8.2 hours (11.2 hours/week for 18-24s), with 46% of smartphone streamers reporting Year-on-year increase in activity (20% reporting significant increase).