Pay-TV On-Demand Sees Usage Spike Amid COVID-19

Just as SVOD operators are seeing increased usage during COVID-19 stay-at-home measures, U.S. cable platforms are reporting gains in on-demand viewership, according to The Diffusion Group (TDG).

TDG’s research indicates that 77 percent of adult broadband users that subscribe to a pay-TV service watch shows and movies via the service’s on-demand feature. Of those, 60 percent have increased viewing as a result of COVID-19 stay-at-home directives. TDG reports that 19 percent indicate a “significant” increase in usage.

“Much has been written about recent spikes in the use of on-demand streaming video services such as Netflix and Disney+, and for good reason,” notes Michael Greeson, TDG’s president and principal analyst. “Our findings clearly demonstrate that, being largely confined to their homes, consumers see tremendous value in having access to on-demand shows and movies. And this holds true for all such services, including those offered by pay-TV providers.”

Other key findings include that on-demand viewers under the age of 45 were almost twice as likely as those 45 and older to have significantly increased on-demand use (23 percent compared to 13 percent). Virtual MVPDs subscribers are also reporting higher on-demand usage, with 21 percent indicating a significant increase.

TDG surveyed 1,997 U.S. adults with a broadband data service in the home about their TV and video behaviors in April 2020.