Analysis

Based on data from Q4 2019 (before the COVID-19 pandemic), MIDiA Research reports that binge-viewing has eclipsed linear TV viewing in the U.S. to become the most common way consumers watch video content.

The churn rate among U.S. OTT services rose from 28 percent to 35 percent in 2019, according to Parks Associates.

Leichtman Research Group (LRG) has found that the largest pay-TV providers in the U.S., representing about 95 percent of the market, lost about 4.9 million net video subscribers in 2019.

Digital TV Research is forecasting the number of U.S. SVOD subscriptions to climb from 199 million in 2019 to 307 million by 2025, a gain of 108 million subs.

Pay-TV revenues in Canada and the U.S. peaked in 2015 at $112 billion, and Digital TV Research is forecasting that revenues will fall by $50 billion to $62 billion in 2025.

According to data from the latest Nielsen Total Audience Report, 60 percent of U.S. consumers subscribe to more than one streaming service and 93 percent say they will keep or increase their subscriptions.

More than half of all video consumption in U.S. broadband homes takes place on a TV set, according to Parks Associates research, which also noted that the average time spent watching video rose by 33 percent between 2018 and 2019.

U.S. consumers spent more than $25 billion on home entertainment in 2019, including digital and physical sell-throughs and rentals, on-demand and streaming, an 8.4-percent gain on 2018.

Parks Associates has released its updated list of the top 10 U.S. subscription OTT video services, which continues to be anchored by Netflix.

GroupM is forecasting U.S. advertising to grow 6.2 percent in 2019 to $244 billion, with 4-percent growth next year.