nScreenMedia OTT multiscreen media analysis

nScreenNoise –TV streaming driving force in home viewing

nScreenMedia Video Podcast

comScore released new data on the state of TV streaming which shows that the TV has emerged as the driving force behind home video consumption.

Chapter 1: Big increase in TV streaming (0:20)

comScore says that 60 million homes now stream video to their televisions, an increase of 17% over last year. Those households watch an average of 54 hours per month and stream on 16.4 days per month. In other words, they TV stream for 3 hours and 17 minutes. The average adult watches TV for 4 hours and 27 minutes per day according to Nielsen.

All the TV streaming has driven up the amount of broadband bandwidth the average household consumes. Consumption increased 26% year-over-year (YoY) to 129 Gbytes per month.

Chapter 2: TV connected device penetration increases (2:10)

TV connected devices are now in 80% of the 94 million US Wi-Fi homes. Streaming media players are the most popular device, with a penetration of 47%, up 7% from last year. Smart TVs are in 37% of Wi-Fi homes, an increase of 7% YoY. Game consoles are in 31% of Wi-Fi homes, a slight increase over last year.

Roku is still the most popular streaming media player, with a penetration of 20.2%. However, it is now in an almost dead heat with Amazon Fire TV, which has a penetration of 20%. However, Roku is still the king of TV streaming. Roku also has a 13% share of the smart TV market.

Chapter 3: vMVPDs continued expansion (4:40)

The number of homes with a subscription to a vMVPD increased 58% in the last year. As well, 10% of all TV streaming time derives from the use of vMVPDs services like Sling TV, YouTube TV, and Hulu Live.

In vMVPD homes, half of the time spent streaming on the television comes from SVOD services like Netflix. The other comes from vMVPDs.

Finally, comScore revealed that half of the time people spend streaming video is watching ad-free sources like Netflix. The other half of the time is spent watching on ad-supported services like Pluto TV, Hulu, and The Roku Channel.


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