It’s one of the more interesting debates in video industry research circles right now—new OTT platforms from Disney, WarnerMedia, Apple and NBCUniversal are either walking into opportunity, or a market already saturated with streaming video services.
Hub Research’s latest online survey of 1,631 U.S. video consumers suggests the latter.
According to the firm’s latest survey of video consumers, 24% say they already have too many video services—up from 14% when the Hub’s “The Best Bundle” survey was last conducted in April 2018.
More than one-third of Hub’s survey respondents—36%—said they’d drop a video service or two before adding a new one.
In fact, Hub suggests the average number of subscription video services per home will ebb slightly in 2019, declining to 4.5 per household from 4.6 in 2018.
Last week, another research company, TDG, revealed that only 10% of respondents in a recent survey said they were about to shed a service or two. However, the company said this response isn't directly comparable to Hub's findings.
Hub reported the percentage of respondents with pay TV fell an astounding 9 percentage points to 75% from last spring’s survey. Those saying they have Netflix rose slightly, from 61% in 2018 to 62% as of April. Homes with Amazon Prime Video rose from 32% to 37%; and Hulu increased from 18% to 26%.
The share of respondents who reported using at least two of the big three SVOD services increased to 42% from 35%.