Nearly 20% of consumers subscribe to both a traditional and virtual MVPD service, according to a new Horowitz Research study.
Horowitz’s State of Viewing and Streaming reported that 15% of viewers defined by the research firm as “Mega-Omnivores” view content through traditional live television, DVR, on demand, streaming and live streaming, and are more likely to get that content through both a traditional cable subscription and digital services such as DirecTV Now, YouTube TV and Sling TV. On a weekly basis, this group — younger, male-skewing, high income — streams 54% of the time, according to the report.
The online survey of more than 1,600 viewers also reported that traditional television viewers remain the biggest group, with 35% of “5 O’Clock Diners” watching live TV through traditional multichannel video programming distributors or antennas. These viewers tend to be older, have less income and are less likely to have children in the home, said Horowitz.
“Omnivores” — viewers who only subscribe to an MVPD but occasionally stream content through services such as Netflix and Hulu — comprise 30% of TV content viewers.
“With more options than ever for accessing on-demand and live TV content, consumers have the freedom to build a customized viewing experience based on what they want to watch and how they want to watch it,” said Adriana Waterston, Horowitz senior vice president of insights and strategy.
Among the study’s other findings, 12% of TV content viewers (Content Paleos) stream all of their content, but don’t subscribe to a vMVPD; 6% (Flexitarian Lites) stream most of their content but have an antenna to watch live TV; and 3% (Flexitarians) stream all of their content and also subscribe to a vMVPD.