The average US household that subscribes to a video on demand service now has access to 100,000 hours of content across 3.8 different services.
A new study by Ampere Analysis says the main drivers are consumer uptake of Amazon Prime’s booming portfolio and the addition of new services like Disney+ to the household mix.
According to Ampere, households with young children have access to nearly five different SVoD services, more than any other demographic. This is up significantly from 3.5 in the same period last year, largely due to the launch of Disney+, and the high uptake of the family-friendly service in the group.
The available content represents 102,000 hours.
Even adults who live alone still have an average of 3.1 services, giving them 85,000 hours – an equivalent of almost 10 years content.
Toby Holleran, Senior Analyst at Ampere Analysis says: “Consumers already have a vast amount of content at their disposal, and a US household who subscribes to both Netflix and Amazon currently has access to more than 100,000 hours of content from those two services alone. As the market fragments further with additional direct-to-consumer services and households hit a spending ceiling, consumers will become more selective about their SVoD choices. The more expensive services, alongside those without a clear brand and proposition, will find the going gets tougher.”
The launch and success of both Disney+ and Apple TV+ has driven growth in the number of services households can access. Almost one third of US SVOD households subscribed to Disney+ in Q1 2020. The service comes with a 4,200-hour catalogue and thus adds an average of 1,400 hours of content to the typical SVOD household’s portfolio.
