According to findings presented in Nielsen’s first-quarter 2016 Total Audience Report, SVOD [subscription-based video On demand] services have reached a milestone. For the first time, the U.S. penetration of these services has caught up to DVR penetration. In fact, half of all homes in the U.S. have access to SVOD services, such as Netflix or Hulu—equaling U.S. DVR penetration.
SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30% of homes have a both DVR and access to SVOD—up nearly 20% from last year.
Can there ever be too much of a good thing? For digital viewers, the answer to this Shakespearian conundrum is a resounding “No!” According to the recent report, the heaviest users of digital devices account for a vast majority of each device or platform’s overall usage. With penetration and usage of digital devices increasing, marketers and advertisers should take note.
In fact, a staggering 83% of smartphone video viewing, 87% of in-home PC streaming and 71% of TV-connected device usage stems from the top 20% of users. This shows that smaller behaviors done by fewer persons tend to be more concentrated among the heaviest users.
People are also spending more time with newer technologies. Daily usage of tablets and smartphones alone has increased 63% and 60%, respectively, among adults since just last year: tablet usage is up 12 minutes, and smartphone usage increased 37 minutes.
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