Nielsen’s Q4 Audience Report: 41% of Households Have Subscription Video on Demand Services

By Adam Flomenbaum 

Nielsen last week released its Q4 2014 ‘Total Audience Report,’ which showed that 41% of U.S. households have subscription video on demand services, which include Netflix, Hulu Plus, and Amazon Prime, among others, and that 13% of households have two or more of these services.

Households with SVOD services also make use of TV-connected technology, and use this technology on average of 50 minutes more per day than a typical TV home. SVOD homes also spend 10 minutes more per day watching time-shifted TV and 20 minutes more per day using an over-the-top device like Roku.

“When looking at how homes with access to subscription-based streaming services compare to a typical TV home, homes with broadband and no SVOD—and even homes with no broadband at all—we see that SVOD homes really go ‘all in’ in terms of the devices that they are using through their traditional televisions,” said Dounia Turrill, SVP Insights, Nielsen. “From DVRs to video game console usage, these homes—perhaps because of their income level—both adopt and rely on these devices at a much higher rate. Technology begets technology.”

For more insights: STREAM ENGINES: SUBSCRIPTION VIDEO SERVICES GIVE OPTIONS TO CONSUMERS LOOKING TO SPEND ON CONTENT

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