The proportion of online video customers who pay for 3 or more streaming services has steadily climbed over the past 3 years, per survey results from 451 Research. While only 9% of video streaming customers paid for 3 or more services in December 2014, that figure has more than doubled to 19% in just 2 years.
Netflix remains the most popular streaming service, and its audience has steadily increased over the years. That’s unsurprising, with a recent study reporting that more TV households now have access to Netflix than a DVR. Amazon Video has also seen strong growth and is up 5% points from last year (to 53% penetration among streaming service subscribers).
The study notes that while access to movies (50%) and the ability to view complete seasons of TV shows (45%) are the primary reasons for paying for streaming video services, original content is becoming a more important factor, cited by one-third of respondents. Both Netflix and Amazon Video are seeing a shift in attitudes towards original content, with this proving of particular benefit to Amazon Video. This year, 32% of Netflix viewers and 31% of Amazon Video customers say that they watch original content most often, up from 20% and 4% respectively in June 2014.
Original content from these services has been met with critical acclaim, with Amazon picking up 3 Oscars and Netflix an additional one of its own.
Meanwhile, the 451 Research survey also reports on findings forÂ streaming media devices, which, according to a separate report, are now in at least 40% of households. Some 41% of respondents say they have a Roku streaming player or Streaming Stick/Express, while 35% use Apple TV and 26 have Google Chromecast.
About the Data: 451 Research’s “TV and Alternative TV Trends” surveyed 1,270 North Americans from a panel about paid video services, streaming media devices and smart TVs, and cord-cutting trends.