Consumer research from Leichtman Research Group (LRG) has found that 18-44 year-olds account for 71 per cent of adults in the US that have a live streaming vMVPD pay-TV service (such as Sling TV, DirecTV NOW, Hulu with Live TV, YouTube TV, or PlayStation Vue). Overall, 16 per cent of adults ages 18-44 currently have a vMVPD service – compared to 6 per cent of ages 45 and above.
Of those that currently get a vMVPD service, 43 per cent switched directly from a traditional (cable, satellite, or Telco) pay-TV service, and 25 per cent also have a traditional service. In addition, 17 per cent switched from another vMVPD service, and 15 per cent were most recently non-subscribers to any type of pay-TV service.
These findings are based on an online survey of 6,715 households from throughout the United States and are part of a new LRG study, Internet-Delivered Pay-TV Services 2019. This is LRG’s second annual study dedicated to this topic.
Other related findings include:
“vMVPD services were first introduced about four years ago, and the market for these lower-cost/lower-channel pay-TV services is still growing and evolving,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. “Consumers continue to experiment with the various vMVPD services, along with other traditional and streaming options, to find the best combinations of video content and cost.”