Response Magazine Site Response Expo Site Direct Response Market Alliance Site Job Board


   Log in

Direct Response Marketing

CTA: Number of Streaming Video Viewers Now Equal to Paid TV Subs

15 Mar, 2017 By: Doug McPherson

ARLINGTON, Va. – The percentage of free or paid streaming video subscribers (68 percent) has now caught up to the number of paid TV subscribers (67 percent) – a first in the United States – reports the Consumer Technology Association (CTA).

In its study, “The Changing Landscape for Video and Content,” the CTA says the time consumers spend watching video content on TVs (51 percent in 2016, down 11 points since 2012) is now equaled by – within the sampling margin of error – time spent watching video content on all other consumer technology devices (49 percent) including laptops, tablets and smartphones.

“More and more consumers are embracing the freedom of connectivity – in this case, the anytime, anywhere access to video content,” said Steve Koenig, senior director of market research, CTA. “This is one of the driving trends of our time. Today’s advancement of technology delivers content convenience that results in cultural changes such as binge watching, second-screen behavior, content recommendations, and the screens consumers use to consume video. And we expect streaming subscribers to surpass paid TV services – and by a fair margin – in the next year or so.”

Among the findings:

  • On average, the amount of video that consumers watch per week is up 32 percent since 2001 (16.8 hours a week in 2016, from 12.7 hours in 2011) – or 3.2 hours per day
  • Most consumers still learn about new content through traditional methods such as commercials on TV (56 percent), word-of-mouth (54 percent), and internet search (32 percent)
  • 4K Ultra HDTVs are among the tech industry’s fastest growing segments – the CTA projects shipments of 4K UHD displays to reach 15 million units in 2017 (a 51-percent increase) and earn $14.6 billion in revenue (up 38 percent). Sales of all TVs are expected to reach $19 billion in revenue in 2017, on par with last year.

Jeff Joseph, senior vice president of communications and strategic relationships at the CTA, told Marketing Daily that TV remains the dominant entertainment hub within the home.

He added, “People want larger screens and a better picture. The TV remains the essential entertainment hub … to watch sporting events, watching movies as families, and playing video games together.”

The CTA administered its survey via the web among 1,000 U.S. adults in October.

Add Comment

©2017 Questex, LLC. All rights reserved. Reproduction in whole or in part is prohibited. Please send any technical comments or questions to our webmaster. Contact Us | Terms of Use | Privacy Policy | Security Seals