US SVOD and Linear OTT Services: Pay TV Alternatives Come into Focus - eMarketer
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eMarketer Report

US SVOD and Linear OTT Services: Pay TV Alternatives Come into Focus

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Executive Summary

Thanks to a growing tide of subscription video-on-demand (SVOD) and linear over-the-top (OTT) services, the US pay TV market is evolving from an industry dominated by a handful of cable and satellite providers to a more complex ecosystem that also includes standalone streaming services, TV networks, aggregators and—potentially—social media companies. This report examines the business ramifications of this evolution in the nature of pay TV.

  • There are more than 50 subscription-based video services operating in the US. This compares roughly with the number of channels offered in cable and satellite “skinny bundles,” but the fact that each of these digital services requires its own subscription puts providers and consumers in uncharted waters.
  • The video services covered in this report range from full-episode players (FEPs) such as Netflix to sports networks to services built around TV channels to niche providers. Some of these services feature on-demand content, some provide live feeds of TV channels, and some deliver both.
  • Although this report focuses on subscription-funded media, some of the services we profile serve advertising behind their pay walls, making them particularly relevant to agencies and brand marketers.

"The US adult digital video audience has been growing steadily at the expense of pay TV viewers, whose numbers continue to decline. These aren’t mutually exclusive groups, but they have been trending in opposite directions. If current trends persist, we will likely see a convergence point early next decade."

The Subscription Video Landscape

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Linear OTT Services

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Subscription-Based VOD and OTT Services

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Conclusions

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10 charts are included in the full report:

US SVOD and Linear OTT Services: Pay TV Alternatives Come into Focus

US Adult Digital Video Viewers* vs. Adult Pay TV Viewers**, 2015-2020 (millions)

The Subscription Video Landscape

US Adult Digital Video Viewers* vs. Adult Pay TV Viewers**, 2015-2020 (millions)

US Adults Who Have Pay TV vs. Subscription Video-on-Demand (SVOD) Services, Jan 2017 (% of respondents)

US Adult Pay TV Viewers and Nonviewers, by Type, 2015-2020 (millions and % change)

US Home Entertainment Rentals and Sales, by Format, 2015 & 2016 (millions and % change)

Number of US Original Scripted TV Series, by Service Provider, 2009-2016

US Internet Users Who Subscribe to Pay TV vs. Subscription Video-on-Demand (SVOD) Services, by Demographic, Sep 2016 (% of respondents in each group)

Share of Monthly Spending on TV/Video Services Among US TV/Video Viewers, by Type, June 2016 (% of total)

Subscription-Based VOD and OTT Services

US Over-the-Top (OTT) Video Service Users, by Service Provider, 2015-2020

Subscription Video-on-Demand Services Used by US Consumers, Feb 2017 (% of respondents)

Sports

Ways in Which US Internet Users Have Watched Professional Live Sports, March 2017 (% of respondents)

Interviews included in the full report:

Most CBS All Access Users Watch Current Content

Interview conducted on March 22, 2017

Divining SVOD with Univision Now

Interview conducted on March 24, 2017

Interview conducted on March 22, 2017

Interview conducted on March 27, 2017

Interview conducted on March 13, 2017

Interview conducted on March 16, 2017

Interview conducted on March 28, 2017

Andy Forssell

COO

Fullscreen

Interview conducted on March 29, 2017

David Gandler

Co-Founder

fuboTV

Interview conducted on March 31, 2017

Lizzy Hanna

General Manager

Engine Media

Interview conducted on March 23, 2017

Andrew Kline

Partner

Cameron Advertising

Interview conducted on March 23, 2017

Jessica McGlory

Associate Director and Paid Social Lead

Engine Media

Interview conducted on March 23, 2017

Kelly Merryman

Vice President, Content Partnerships

YouTube

Interview conducted on March 27, 2017

David Mowrey

Vice President, Strategy and Business Development

IBM Cloud Video

Interview conducted on March 15, 2017

Noam Neumann

Vice President, Mobile Strategy

Matomy Media Group

Interview conducted on March 30, 2017