U.S. Adults 18-44 Account for 71% of Subscribers to Live Streaming Services like Sling, YouTube TV, & DIRECTV NOW
According to a new report from Leichtman Research Group (LRG), 18-44 year olds account for 71% of the subscribers to Live TV Streaming Services, like Sling TV, Hulu Live TV, PlayStation Vue, fuboTV, DIRECTV NOW, and YouTube TV.
16% of adults (18-44) currently subscribe to a vMVPD, which is substantially higher than the 6% of those 45+ who subscribe to a service. While Live TV Streaming Services have seen tremendous growth, with multiple services surpasses 1 million subscribers in the last year — there is still room for growth. 24% of those without a vMVPD shared that they are interested in getting a service.
42% of subscribers are 18-34, while is higher than the 26% of those traditional pay-TV subscribers, and 33% non-subscribers in the same age group. While many choose to switch to a live streaming service to save money, the mean household income of vMVPD subscribers was nearly the same as those who subscribe to a traditional pay-TV service — but 33% higher than non-subscribers.
With a promise of free cancellation and no contracts, Live TV Streaming Services face the ongoing battle of customer churn. While 73% of subscribers were satisfied with the service, 20% are likely to switch in the next six months.
vMVPD subscribers are often more likely to pair their subscription with a SVOD service like Netflix, Amazon Prime Video, or Hulu. 93% of vMVPD subscribes also had a SVOD service, while only 71% of traditional pay-TV subscribers, and 74% of non-subscribers.