A study of TV viewing habits in 13 countries by Ampere Analysis reveals that people aged 55-64 are yet to embrace SVoD services such as Netflix and Amazon Prime, preferring linear TV channels and their catch-up services.
In the US, only two in 10 people aged 55-64 in the viewed Netflix in the past month, compared to four in 10 viewers overall. In the UK, just one in 10 people aged 55-64 viewed Netflix in the past month, and in Germany just one in 20. With 55-64 year olds representing one fifth (19 per cent) of the total under-65 audience, this is a large and affluent group, so when will the SVoD providers capture their attention?
Part of the challenge for subscription VoD service providers in reaching this group is that unlike younger people, for those aged 55-64, most TV and movie content viewing is on a television set. Between 6am and 9am, 80 per cent of their viewing (self-reported) is on a TV set. So, although they own other connected devices, including smartphones, tablets and PCs, they rarely view content on them.
Richard Broughton, Director at Ampere Analysis says: “Older viewers are often an overlooked audience segment, despite representing a fifth of target viewers (and a sixth of all adults) – and an increasingly wealthy portion of the population. Smart TV penetration is reasonably high amongst this group, and they are using the broadcasters’ catch-up services already, so it should be possible to encourage them to take SVoD services. The key to understanding the dynamics of this hugely varied group is to get the content offer, package, price and message right and introduce them to the world of SVoD. Content suiting the genre interests of this group (such as Netflix’s ‘The Crown’) is already beginning to filter through to services and will do much to improve the saleability of SVoD to this audience.”