Growth in SVoD subscriptions in the US has resumed after a plateau – driven by increases in Hulu and Netflix subscribers. Meanwhile, the healthy growth in subscriptions continues in Europe, according to data from Ampere Analysis.
Toby Holleran, Senior Analyst at Ampere Analysis said: “SVoD adoption reaching an all-time high in our consumer data suggests that a selection of new subscribers may have never previously paid for such a service. Crossing the threshold into paying for online video content can be quite the leap for consumers, and we expect new SVoD subscribers to take even more services as they seek to build their own content bundles.”
Penetration of SVoD services in the US is approaching 80 per cent. In Europe more than six in ten internet users in the UK, Denmark and Sweden have at least one SVoD subscription, compared to 44.5 per cent in France. However, France has seen strong growth in subscribers compared to Q1 – up 10.6 percentage points. This is the second highest growth after Poland (up 13.7 points).
France has the highest proportion of young SVoD subscribers. More than one in five (23.6 per cent) are aged 18-24, and a further 29.5 per cent are aged 25-34.
The UK is the only other country where more than one in five SVoD subscribers are aged 18-24 (21.2 per cent). In contrast, 13.9 per cent of subscribers in Spain fall into the youngest age bracket.