Juniper Research: Games Video-on-Demand Subscribers Offer a Rich Niche to SVOD Providers – Watching Twice as Many Streaming Services Than Video

latest research, Digital
TV Video Streaming Survey: Consumer Attitudes 2018
, found
that users who viewed games videos were more likely to subscribe to a
greater number of SVOD (Streaming Video-on-Demand) services than the
average user; around 6 SVOD services, compared to 2-3. Juniper surveyed
SVOD viewers in the US, the UK and China.

Despite this, the survey found traditional TV still has a place, with
only 35% of US SVOD users reporting using streaming services more
frequently than terrestrial or cable TV. Sports users are even more
conservative, with 92% of US sports streaming viewers watching sports
content elsewhere, eg through terrestrial TV or in a public venue.

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Multi-Streaming Users Common, but TV Not Dead Yet

In addition, the survey found that people who watched games videos were
more prolific consumers of video content in general, with over 70%
watching streamed video (eg Netflix, Amazon Prime Video, Twitch and
YouTube) several times a day compared to 56% for the average user. This
trend applied to each of the countries surveyed. However, dedicated
eSports does not appeal to the majority of games stream viewers, with
only 26% watching eSports events.

Other Key SVOD Survey Findings

  • Netflix: Was identified as the clear market leader in the
    survey, used by over 80% of respondents in the UK and the US. Netflix
    was the only provider expected to grow its market share of existing
    SVOD users in the near future.
  • Amazon Prime Video: Watched by over 50% of respondents in the
    US and 48% in the UK.
  • HBO Now: Unusually, a US SVOD service with more viewers who
    value original content (59%) than large content libraries (51%).
  • Twitch Prime: In the UK; only 8% of Amazon Prime Video users
    use Twitch Prime, while 25% of Twitch Prime users do not watch Amazon
    Prime Video. This means that the service could potentially reach a
    larger audience by being independent of Amazon Prime.

Juniper Research provides research and analytical services to the global
hi-tech communications sector, providing consultancy, analyst reports
and industry commentary.