“SVoD-only homes are a growing and significant market segment across all markets, but perhaps more interesting is the growth in the bundling of multiple SVoD services by consumers,” said Guy Bisson, research director at Ampere Analysis.
“These DIY next-generation TV bundles look set to be a key driver for subscription TV in the coming years and an area that operators must embrace in order to remain competitive.”
The proportion of TV viewing households in all markets with at least one SVOD service is increasing. The largest markets are the US (71%), Sweden (53%), the UK (42%), and Netherlands (38%).
The fastest growing SVOD markets over the past 12 months are Italy and Spain (both up 17%), the Netherlands, Sweden and the US (all up 14%) and the UK (up 9%). The slowest growth is in Poland (up 4.5%) and France (up 7.7%).
The proportion of TV viewing households in all markets that only have SVOD is also on the rise. The largest SVoD only markets are US (10.4%) and Denmark (10%). The smallest are France (1.8%) and the UK (3%).
Fastest growing SVOD only markets are Germany, up 6.1%, Denmark (up 3.6%) and the US (up 4.1%). The slowest growth in SVOD only is in the UK (up 1.4%) and France (up 0.8%).
Customers taking SVoD in the US now have nearly 2.5 SVOD services per SVOD home, representing a significant DIY streaming TV bundle. In most European countries the number of services per SVOD home is around 1.2, although in Spain, Sweden, Denmark and Italy it already exceeds 1.5 and the UK is not far behind.
Who are the SVoD subscribers? Based on Ampere’s ten market analysis, typical SVOD subscribers are aged 35 or under. They are more likely to live with a partner and young kids (27% vs. 20% of all respondents). They are also slightly more like to be male at 53%.