TiVo: 2017 Q4 Online Video and Pay TV Trends Report

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According to TiVo’s “Q4 2017 Online Video and Pay TV Trends Report,” more than two-thirds of adults in the U.S. and Canada (68.2%) subscribe to at least one video on demand (SVOD) service.

Interestingly, the proportion of SVOD subscriptions among pay-TV users is slightly higher than that of non-pay-TV users. About 63.8% of pay-TV subscribers who cut their subscriptions in the fourth quarter of 2017 said that they subscribed to at least one SVOD, slightly higher than the proportion in the third quarter (60.6%). Among pay-TV users, 69.5% subscribed to at least one SVOD, which was also an increase from the previous quarter (64.7%). The reason for this trend may be that non-pay-TV users are not so fond of video content.

In fact, non-pay TV users are also watching video through various methods, such as antennas (34.9%), watching Netflix and Hulu on smart TVs (30.6%), using streaming devices (23.9%) or set-top boxes (10.3%).

Fifteen percent of respondents said they had no cable or satellite service, and only 13.4 percent said they had no television.

Whether it is pay TV users or non-users, people's streaming service preferences are generally similar. Netflix, as the leading streaming service, has a slightly higher penetration rate among non-pay TV users (83.3%) than pay TV users (79.4%). Amazon Prime has a higher share among pay TV users (38.1%) than non-pay TV users (34.1%). Hulu ranks third, with 27.4% of non-pay TV users and 23.8% of TV users subscribing.

In its fourth-quarter report, TiVo measured YouTube TV's popularity for the first time. It ranked fourth among streaming services, with 10.2% of non-pay TV users and 12.9% of TV users subscribing.

HBO NOW, Starz and Showtime are relatively niche programs, and their penetration rates among pay-TV users are higher than those among non-pay-TV users.

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