SVOD audiences in the UK are virtually the same size as broadcaster VOD audiences, according to Ampere Analysis, based on Q3 figures that are based on the proportion of Internet users that used streaming services in the previous month. The increase in SVOD viewing is partly due to content shortages since production stalled during lockdown.
SVOD viewing has held up even after lockdowns were lifted, the analyst firm reports, with 64% of Internet users who were surveyed for the Q3 data having used an SVOD service in the previous month. “The launch of platforms such as Disney+ will have been a contributor to this, particularly as parents looked to keep children entertained during lockdown,” the company notes.
The Ampere Analysis Consumer Barometer data for the UK shows that the time spent on SVOD services has grown fastest in the 45-54 age group, with these consumers almost doubling their viewing time since Q3 2019. 18 to 24-year olds spent the most time watching SVOD per day at 1 hour 45 minutes. The oldest age group in the survey, 55-64-year olds, spend the least time on SVOD at 20 minutes.
Among existing SVOD services, Amazon Prime is a big winner. Monthly active users for Amazon Prime grew from 18% of Internet users in Q1 to 21% in Q3, according to Ampere Analysis.
Minal Modha, Consumer Research Lead at Ampere Analysis, says: “As consumers spend more time at home while restrictions on some out-of-home activities persist, they are prompted to watch greater amounts of content and those platforms with larger catalogues will be the ones to benefit most. Disney+ also launched at a fortuitous time, as many children were off school and parents signed up to help keep them entertained. Both of these factors have contributed to high usage of SVOD platforms in Q3.