According to a new study by Ampere Analysis, the average U.S. SVOD household has access to almost 100,000 hours of content, delivered via 3.8 different services.
The data reveals that it would take 11 years to watch all this SVOD content back-to-back and nearly 70 years if the average viewer watched an average of four hours per day.
Households with young kids have access to nearly five different SVOD services, more than any other demographic. This is up significantly from 3.5 in the same period last year, largely due to the launch of Disney+. For this demographic, the content available through the on-demand services in their household now stands at an average of 102,000 hours.
The launch of Disney+ and Apple TV+ has driven growth in the number of services households can access and—to a lesser extent, given the smaller catalogs of both—the amount of content available in the average SVOD household. Almost one-third of U.S. SVOD households subscribed to Disney+ in the first quarter of this year. The service comes with a 4,200-hour catalog, therefore adding an average of 1,400 hours of content to the typical SVOD household’s portfolio.
Amazon has more than doubled its content catalog in the U.S. since Q3 2017, according to Ampere Analytics data. With this, the 60 percent of SVOD households who have both Netflix and Amazon accounts can access over 100,000 hours of TV shows and movies.
Toby Holleran, senior analyst at Ampere Analysis, said: “Consumers already have a vast amount of content at their disposal, and a U.S. household who subscribes to both Netflix and Amazon currently has access to more than 100,000 hours of content from those two services alone. As the market fragments further with additional direct-to-consumer services and households hit a spending ceiling, consumers will become more selective about their SVOD choices. The more expensive services, alongside those without a clear brand and proposition, will find the going gets tougher.”