Analysis for 'GfK'

  • Research: U.S. Cord Never Population Rises to 31 Million

    There are now approximately 31 million “cord never” adults in the U.S. - people who have never paid for a traditional pay-TV service - according to MRI-Simmons’s latest Cord Evolution research. This represents 12% of the U.S. population, an increase from 9% that MRI-Simmons found in 2017. Cord nevers have a median age of 33 and household income of $52,800 (up from $41,500 two years ago).

    With the massive explosion of streaming options, it is easier than ever for viewers to avoid becoming a pay-TV subscriber. It is even more alluring for younger viewers for whom streaming has played a bigger part in their lives and who are less wedded to traditional channel surfing and linear viewing.

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  • Research: 30% of Millennials Are Cord-Nevers or Cord-Cutters

    New research from GfK MRI reveals that 30% of US millennials (18-34 year-olds) are cord-nevers or cord-cutters (dubbed "cordless"), almost double the rate (16%) of Boomers, the next generation up. In all, millennials account for 43% of the cord-never population.

    No surprise, cordless millennials are focused on online video alternatives, saying they spend 65% of their time using these services. Conversely, Boomers said they spend just 36% of their time with online video services and 56% with linear TV. Millennials’ favorite services included YouTube, Netflix, Hulu and Amazon, with others including Crunchyroll, Twitch and Adult Swim also scoring highly.

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  • SVOD Services May Be Hitting Subscribers’ Limit on Willingness to Pay

    New research from GfK shows that SVOD services may be hitting subscribers’ limit on willingness to pay, in turn crimping the potential for future rate increases. GfK found the average willingness to pay was $10.82/month for Netflix, $9.10/month for Amazon, $9.96/month for Hulu ad-free and $5.01 for Hulu ad-supported.

    Adding to the pricing pressure, GfK also found that cost was the most important attribute in picking an SVOD service, cited by 75% of respondents. The second most cited attribute was “availability of specific programs” (69%) followed by “availability of new movies” (68%).

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  • Study: Watching Video Accounts for Just 2% of Smartphone Time

    GfK MRI has released results of a new study analyzing the amount of time nearly 6,000 smartphone users spend on different activities, finding that just 2% of time is spent watching video. Phone calls and texting are tied for first with 22% of time spent, followed by email and social media (both 10%). Overall GfK’s category of “Entertainment,” which includes web surfing, music, games, video, shopping and reading, accounted for 22% of time spent.

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  • IAB: Viewers' Interest in Online Originals Now Exceeds TV News, Sports and Daytime Programming

    In a significant sign of how quickly the market has evolved, the IAB released new research with GfK showing that regular monthly online video viewers prefer online originals to TV news, sports and daytime programming. In addition, online originals are enjoyed almost as much as primetime TV programming. The chart below shows the data - it is a little difficult to understand, but the conclusions are clearly articulated.

    The data was presented at the IAB's NewFronts Insights lunch yesterday, which I attended. The lunch included 5 research presentations from BrightLine, Tremor Video, Unruly, Visible Measure and YuMe.

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  • Study: VOD Gains in Usage, But OTT Still Preferred

    A new report from research firm GfK has found that 56% of U.S. pay-TV subscribers now use VOD or a TV Everywhere offering from their provider, with 41% saying they use OTT subscription streaming services like Netflix, Hulu Plus, and Amazon Prime. However, of those that use both, 44% rated streaming services “better” than VOD, while 27% said they preferred VOD, and 29% said the two are equal. The good news for VOD is that this preference flips for those that use VOD more than once a week, with 43% preferring VOD, 30% OTT streaming and 27% equal.

    In addition, for these regular VOD users, 57% said VOD has "excellent" or "very good" content variety compared to 55% for streaming. But those who use VOD less than once a week thought that streaming services were highly superior in content choice - 67% vs. 28%.

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  • Report: Netflix Usage Holding Steady At Around 2,000 Minutes Per Subscriber Per Month

    Research firm GfK released data from its third annual Over-the-Top TV report late last week, finding, among other things, that consumption by Netflix subscribers age 13-54 is roughly 2,000 minutes per month, about the same as it found in its '11 study. That amount is in the same general ballpark as the 2,388 minutes/sub/mo that BTIG analyst Rich Greenfield calculated for June, 2012, and in line with the 2,000 minutes/sub/mo that I calculated during Q4 '11.

    The survey of 1,051 persons age 13-54 and conducted in June, 2012, found the average Netflix subscriber watches 5.1 TV shows and 3.4 movies per week. The survey revealed that 39% of this age group are Netflix subscribers (up from 35% in '11), with 47% having ever been a Netflix subscriber.

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