A new report says streamed TV services now number four per US streaming household and two in Western Europe.
Ampere Analysis says rapid growth, accelerated even further in 2020 by Covid-19 and widespread lockdowns, will force a strategic shift in business models impacting every aspect of the supply chain down to the consumer.
There are now more than 400 million subscription services across the United States and the Big 5 Western European markets.
Ampere’s latest analysis reveals that the average US streaming household now stacks an average of four different subscription video services. In the five largest Western European territories, streaming homes have an average of two services. Overall across Western Europe and the United States, almost 10% of SVOD homes already take five or more services.
“AVOD, studio-direct streaming launches, the strengthening of local and broadcaster-led streaming, and the turbo-boost that came out of the blue in the form of Covid-19 have brought the industry to a pivot point.,” Guy Bisson, Research Director at Ampere Analysis says. “That pivot point will lead to a shift in thinking that will change the way content creators, distributors and content aggregators, platforms and channels think about streaming in the wider TV market. In 2021, compounding is here to stay in every portion of the streaming value chain.”
Ampere believes the breadth of choice in the streaming market will lead to the bundling of multiple streaming services into packages. This would extend beyond the current platform bundling seen through Roku, Amazon Fire or Sky Q.
Alongside this, BritBox (UK) and Salto (France) style joint-venture streaming platforms liberate broadcasters from free-to-air business models and the geographic constraints of a single territory.