Games SVOD Subscribers Watch More Services than Video-Only Viewers
Juniper’s latest research found that users who viewed games videos were more likely to subscribe to a greater number of Streaming Video-on-Demand services than the average user; around 6 SVOD services, compared to 2-3. Juniper surveyed SVOD viewers in the US, the UK and China.
Despite this, the survey found traditional TV still has a place, with only 35% of US SVOD users reporting using streaming services more frequently than terrestrial or cable TV. Sports users are even more conservative, with 92% of US sports streaming viewers watching sports content elsewhere, eg through terrestrial TV or in a public venue.
In addition, the survey found that people who watched games videos were more prolific consumers of video content in general, with over 70% watching streamed video (eg Netflix, Amazon Prime Video, Twitch and YouTube) several times a day compared to 56% for the average user. This trend applied to each of the countries surveyed. However, dedicated eSports does not appeal to the majority of games stream viewers, with only 26% watching eSports events.
They also found that Netflix was identified as the clear market leader in the survey, used by over 80% of respondents in the UK and the US. Netflix was the only provider expected to grow its market share of existing SVOD users in the near future. Amazon Prime Video was watched by over 50% of respondents in the US and 48% in the UK.
HBO Now is a US SVOD service with more viewers who value original content (59%) than large content libraries (51%). In the UK; only 8% of Amazon Prime Video users use Twitch Prime, while 25% of Twitch Prime users do not watch Amazon Prime Video. This means that the service could potentially reach a larger audience by being independent of Amazon Prime.