3 in 4 TV Households Now Using At Least One On-Demand Service

January 5, 2015

This article is included in these additional categories:

Pay-TV & Cord-Cutting | Television | TV Audiences & Consumption | Video

LRG-On-Demand-Services-in-TV-Households-2014-v-2013-Jan2015The TV industry is undergoing plenty of changes as viewers demand content on their own schedules. Indeed, the Leichtman Research Group (LRG) finds in a new survey that 3 in 4 TV households in the US now have a DVR, subscribe to Netflix, or use video-on-demand (VOD) services from a cable or telco provider, up from 70% last year. Slightly more than one-quarter (26%) use two of these services, up from 23% last year, while 11% use all three, flat year-over-year.

The survey’s results show that DVR usage is tied to household income (HHI): those with HHI greater than $75k are twice as likely as those with HHI less than $30k to have a DVR (66% vs. 33%). It’s not only use of the DVR that’s growing: 59% of cable subscribers report having used VOD, up from 46% 5 years ago and 10% a decade ago.

With regards to Netflix, 36% of pay-TV subscribers claim to also subscribe to the service, which is used by 48% of non-pay-TV subscribers. (PwC, for what it’s worth, finds that a much larger 65% of pay-TV subscribers also use Netflix.) Meanwhile, LRG also notes that Netflix subscribers are becoming more engaged with the service: 36% stream daily and 72% weekly, up from 10% and 43%, respectively, in 2010.

About the Data: The results are based on a telephone survey of 1,233 adults age 18+ (including 180 cell phone calls) from throughout the continental US in households with a TV set. The survey was conducted in November, 2014. The random sample of respondents was distributed and weighted to best reflect the demographic and geographic make-up of the US. The overall sample has a statistical margin of error of +/- 2.8%.

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