Video on demand has become a much bigger part of the typical American’s viewing landscape. Data from Nielsen’s Q1 2014 Cross-Platform Report supports this, showing a huge increase in VOD viewing throughout the nation in the past two years.
According to the report, upwards of 60% of US households watch VOD at home, even though just short of 40% of households that have TVs actually subscribe to one.
Of those subscribing to VOD services, the demographic, perhaps predictably, leans towards the younger side. For viewers 49 and younger, more reported using subscription VOD than not, with the 50 plus group’s non-SVOD-using contingent dwarfing their using counterparts by over 20%. Meanwhile, 15% of those in the 18 to 24 range used SVOD as opposed to 9% who do not, whereas 23% of Americans between 25 and 34 use an SVOD service compared to 15% who said they did not.
One of the growing reasons why people turn to VOD may be to catch up with TV programs they may have just missed. For those who didn’t get around to watching their favorite shows the previous night and/or forgot to record, recently telecast VOD could offer up those shows within the following days. Though recently telecast VOD viewing accounted for 7% or less of viewership in each age demographic (7% marking the teen demographic, from 12 to 17), this viewing option is only becoming more prevalent.
Furthermore, it’s definitely helping the shows themselves gain more viewers. Viewership of individual shows has increased by 15% to 20% thanks to recently telecast VOD.
Still, people in the US remain loyal to traditional TV. The Cross-Platform Report found that Americans watch over five hours a day of regular, old television, a figure that’s been consistent for three years now.
For Nielsen’s full Q1 2014 Cross-Platform Report, click here.