by Wayne Friedman, Tuesday, September 10, 2013
More than half of the core U.S. TV viewing population viewed some streaming video in a given week.
Market researcher GfK says 51% of those 13-54 years watch a TV program or movie via streaming video platforms. This is up from a 48% in 2012; and 37% higher than three years ago.
Almost two-thirds, 62%, of those video users 13-33 years old, stream TV or movies weekly; 46% for 34-47 year olds; and 30% for those 48-54 years old. Five percent of consumers use a tablet to watch streaming video of TV programs or movies on a weekly basis; 4% use a smartphone.
One of the big streaming video platforms, that of subscription video on demand service Netflix, give viewers some big options.
Research shows 13-54 year olds use Netflix to watch 2.7 TV programs a week and 1.4 movies a week. Almost half of those users also say they would “definitely” or “probably” cancel their Netflix service if their pay TV service -- cable, satellite or telco company -- offered up a similar service at similar price.
While overall streaming video usage is climbing, streaming video via traditional TV services is slowly gaining traction on “TV Everywhere” platforms, where TV content can be seen on different digital platforms.
About one-third of 13-54 viewers say their TV provider offers TV Everywhere -- though only about 7% of those surveyed have actually used it.
The report says video-game consoles are an untapped source of access. 47% of TV homes have streaming-ready game systems, but only 9% use them weekly for streaming.
Video piracy might be slightly higher, according to the research. Now, 17% of those surveyed say they have stream or downloaded video they knew was illegal. Three years ago, in 2010, this activity was at a 9% level.
The June 2013 study came from 1,065 persons 13-54; 1,007 of those who completed detailed information about ownership and usage. The average time to complete the survey was 19 minutes with a cooperation rate among the assigned sample at 42%.