Ampere: Number of SVOD-Only Households “Booming”

LONDON: The latest research from Ampere Analysis shows that the proportion of households that only have an SVOD subscription is increasing, as are the number of SVOD services taken up.

The proportion of TV-viewing households in all markets with at least one SVOD service is increasing. The largest markets are the U.S. (71 percent), Sweden (53 percent), the U.K. (42 percent) and the Netherlands (38 percent). The fastest growing SVOD markets over the past 12 months are Italy and Spain (both up 17 percentage points), the Netherlands, Sweden and the U.S. (all up 14 percentage points) and the U.K. (up 9 percentage points). The slowest growth is in Poland (up 4.5 percentage points) and France (up 7.7 percentage points).

The proportion of TV-viewing households in all markets that only have SVOD is also on the rise. The largest SVOD-only markets are the U.S. (10.4 percent) and Denmark (10 percent). The smallest are France (1.8 percent) and the U.K. (3 percent). Fastest growing SVOD-only markets are Germany (up 6.1 percentage points), Denmark (up 3.6 percentage points) and the U.S. (up 4.1 percentage points). The slowest growth in SVOD-only is in the U.K. (up 1.4 percentage points) and France (up 0.8 percentage points).

Consumers taking SVOD in the U.S. now have nearly 2.5 SVOD services per SVOD home. In most European countries, the number of services per SVOD home is around 1.2—although in Spain, Sweden, Denmark and Italy it already exceeds 1.5 and the U.K. is not far behind.

Guy Bisson, research director at Ampere Analysis, said: “SVOD-only homes are a growing and significant market segment across all markets, but perhaps more interesting is the growth in the bundling of multiple SVOD services by consumers. These DIY next-generation TV bundles look set to be a key driver for subscription TV in the coming years and an area that operators must embrace in order to remain competitive.”