The number of households subscribing to three or more subscription-video-on-demand services is continuing to increase.
A survey conducted by Ampere Analysis shows a growth of 6.3 percentage points in so-called subscription stacking since Q3 2018; in the United States the percentage is up by 6.6 points.
The internet survey shows around two in five Internet respondents in the United States have three or more SVoD subscriptions. In Europe the proportion is around one in five.
Minal Modha, Consumer Research Lead at Ampere Analysis says: “While cord-cutting is a major issue in the USA, it has been a less significant challenge for the industry in many international markets. However, our research shows that consumers in many global markets are increasingly combining SVoD products with a free broadcast TV service, placing future a growth obstacle in the path of incumbent pay TV service providers.”
In most countries an SVoD-pay-TV combo is the most common, with users looking to supplement what they receive from their cable and satellite subscription, though this varies significantly between countries. 56% of respondents mix pay-TV and SVoD in The Netherlands, South Africa and the United States to just 13% in Japan, where free TV and SVoD combinations are more common.
