Audiences to subscription video on demand (SVOD) are now level with broadcast video on demand (BVOD) for the first time.
According to consumer data from Ampere Analysis, SVOD viewing remained high in the UK during the third quarter, even after lockdown was lifted, with 64% of Internet users using an SVoD service in the previous month.
It says the launch of platforms such as Disney+ will have been a contributor to this. Among existing services, Amazon Prime was a big winner and saw its monthly active users grow from 18% of Internet users in Q1 to 21% in Q3.
“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,” said Ampere Analysis Consumer Research Lead, Minal Modha. “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.
The biggest rise in time spent watching SVOD came among the 45 to 54 age group, who almost doubled their viewing tine, though there were big audiences among under 35s as well.