Number of Streaming Video Viewers Now Equal To Paid TV Subscribers, Says CTA
For the first time ever, the percentage of free or paid streaming video subscribers in the U.S. (68 percent) has caught up to the number of paid TV subscribers (67 percent), according to new research from the Consumer Technology Association (CTA). The new study, The Changing Landscape for Video and Content, also shows the time consumers spend watching video content on TVs (51 percent in 2016, down 11 points since 2012) is now equaled by - within the sampling margin of error - time spent watching video content on all other consumer technology devices (49 percent) including laptops, tablets and smartphones.
"More and more consumers are embracing the freedom of connectivity - in this case, the anytime/anywhere access to video content," said Steve Koenig, senior director of market research, CTA. "This is one of the driving trends of our time. Today's advancement of technology delivers 'content convenience' that results in cultural changes such as binge watching, second screen behavior, content recommendations and the screens consumers use to consume video. And we expect streaming subscribers to surpass paid TV services - and by a fair margin - in the next year or so."
The growing diversity of content sources and consumer viewing devices helped raise consumers' average video consumption. On average, the amount of video that consumers watch per week is increasing considerably - up 32 percent since 2001 (16.8 hours a week in 2016, from 12.7 hours in 2011) - or 3.2 hours a day.