Study Finds Traditional TV Is Thriving As Cord-Cutting Continues To Grow
According to a Digital Strategy Study conducted by Manatt and Vorhaus Advisors, despite the rise of video streaming, traditional TV is still thriving. The survey found that traditional television continues to fall far behind digital devices for consumers between the ages of 18 to 34, with 72% in that group using a smartphone to watch online video once a week or more, compared with only 56% who used a television set connected to the internet. However, despite a preference for digital devices among 18 to 34-year-olds, television is still the top-rated device for the broader population over the age of 18.
The survey also found that of online users, 74% subscribe to a service, with nearly six in ten using Netflix. This makes sense as a separate survey by Comscore recently found that nearly 80% of OTT streaming is with the “big four”—Netflix, Hulu, Amazon and YouTube. In addition, over the past three years, Netflix has reached a 75% penetration of streaming households, which is the highest of any of the “big four.”
Manatt and Vorhaus Advisors’ survey also found that half of all SVOD viewing is consumed on an internet-connected TV, proving that related subscription apps are critical for connected TV’s popularity. Consumers also say they are likely to buy up to another 1.6 SVOD services, beyond what they already have.
In addition, more than half of online users watch livestreaming video every day on a wide variety of topics. Within that category, esports is quickly gaining market share as the sixth most popular type of content. Forty-six percent of respondents said they watch more esports now than they did six months ago, and 43% anticipate spending more time watching esports in the upcoming six months.
The study analyzes survey responses from more than 2,000 respondents over the age of 18. The sample was matched to the U.S. Census for age, gender and race, and questions focused on media attitudes and the behaviors of consumers on a broad range of topics.