The study found that respondents use an average of 6.9 services to watch TV. That number includes both paid and free sources.
When it comes to Virtual Multichannel Video Programming Distributer services (vMVOD) Hulu topped the list of most popular services. However, TiVo notes that smaller services like Philo could be in a position to gain popularity as viewers look for more affordable options as the average number of subscriptions continues to grow. Here’s the breakdown of most popular vMVODs.
- Hulu with Live 8%
- YouTube TV 7.1%
- AT&T TV NOW 4.2%
- Sling TV 3.7%
- PlayStation Vue 2.8% (This study was conducted before Sony announced it would shut down PlayStation Vue.)
While new paid streaming services are hitting the market, the TiVo study shows that ad-supported services are gaining ground. YouTube remains the most popular source of free content, followed by Facebook, and free videos from network sites growing by 31.9% from last year. 37.5% of respondents said they’re very satisfied with ad-supported video on demand. Here’s the full breakdown of ad supported streaming services (AVOD) survey respondents preferred in Q4.
- YouTube 73.1%
- Facebook 62.3%
- Free Video from Networks 45.3%
- Snapchat 29.3%
- Roku Channel 24.4%
- Pluto TV 20.1%
- Crackle 18.5%
- Tubi 18.4%
- Vevo 17.6%
- XUMO 8.7%
It might be surprising that the study showed that fewer people are interested in an a la carte channel package (67.5% down from 70.9% in 2018.) Of those who said they were not interested, 30.5% said there are simply too many channels to choose from, while 26.4% said the process of choosing à la carte elements would take too long. 23.9% said they prefer their video service to choose for them based on previous viewing habits.
TiVo suggests that consumers need a better way to search, find, and launch content from all of their various content sources. 53.6% of Pay TV/Live TV users and 55.8% of OTT/Internet users said they use the tried and true text search to find their content. While 31.3% of respondents said they have access to voice search, only 18.2% said they use it. More personalized recommendations and accurate search results will help consumers organize and enjoy all of their content.
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