6 RESPONSE APRIL 2018 www.responsemagazine.com
NEW YORK — American consumers
continue to enjoy their streaming video
and are happy to pay for original content,
says a new report from consulting giant
The report, Digital Media Trends Survey, says 55 percent of U.S. households
now subscribe to at least one video
streaming service, a 450-percent increase
High-quality original content appears
to be driving an increase in streaming
with nearly half ( 48 percent) of all U.S.
consumers streaming television content
every day or weekly, up 11 percent year-over-year.
On average, Americans watch 38
hours per week of video
content ( 39 percent of
which is streamed) and
have more than 200
streaming video-on-demand (SVOD) options.
The average streaming
video subscriber is paying for three services,
resulting in U.S. consumers collectively
spending $2.1 billion per month on
At the same time, pay-TV subscriptions declined for the first time in recent
years with 63 percent of households
still subscribing to a traditional pay-TV
service, down from 75 percent. Pay TV’s
decline is especially pronounced among
Generation Z (ages 14-20), millennials
(ages 21-34), and Generation X (ages
Researchers say that with all the
choices and access to content, consumers
perceive a widening gap between their
expectations and what pay-TV companies
Among the findings related to those
● 46 percent of all pay-TV subscribers said they are dissatisfied with
their service and 70 percent of consumers feel they get too little value
for their money.
● Among respondents who said they
no longer have a pay-TV subscription, 27 percent reported they
cancelled their service within the
● 22 percent of millennials say they
have never subscribed to a pay-TV
● 22 percent of all consumers without pay TV say they don’t watch
enough TV to justify the expense,
and another 19 percent say they
simply cannot afford it.
● 56 percent of current pay-TV
subscribers say they keep their pay
TV because it’s bundled with their
home internet access.
The report also found a convergence
of media behavior across three key demo-
graphics. Gen X emerged as cutting-edge
adopters of digital media, embracing the
digital media behaviors already adopted
by Gen Z and millennials. Deloitte calls
this combined demographic group “The
Among the findings related to genera-
tional media consumption:
● 70 percent of Gen Z households
have a streaming subscription,
closely followed by millennials at
68 percent, and Gen X at 64 percent, respectively.
● About 70 percent of Gen Z and
millennials stream movies, compared with 60 percent of Gen X, on
a weekly basis.
● Binge-watching behavior also
witnesses a convergence among
• 91 percent of Gen Z, 86 percent
of millennials, and 80 percent
of Gen X binge-watch TV
• More than 40 percent of millennials binge watch weekly,
and they watch an average of
seven episodes and six hours in
a single setting.
● Ninety-six percent of MilleXZials
multitask while watching TV.
What if every
we grow your money tree...
REPORT Video Streaming Sees 450% Jump; High-Quality
Content Driving the Trend
BY DOUG McPHERSON