Nielsen: 40% of US Households Have SVOD Access…and They Watch It More

/ Mar 11, 2015

netflix mobile

Nielsen just came out with its Total Audience Report for the fourth quarter of 2014, which revealed that over 40% of US homes use an SVOD service (as of November that year). That’s up from 36% of US homes in Q4 of 2013.

40% of US Households have SVOD access in Q4 of 2014 says Nielsen
Not only are these homes connected, they’re maximizing the use of their connected devices. According to Nielsen’s report, people in these homes watch almost 50 more minutes TV than a “typical TV home.” Here are some other important stats you should know from the report:

People aren’t necessarily content with one SVOD service.

Of US households with SVOD access (40.3% of US households), 9.9% have two SVOD services, while 2.6% use three.

SVOD users might not just have one SVOD service

Netflix’s popularity has once again been confirmed.

Of the three major SVOD services Nielsen measured, Netflix is accessed in the most US SVOD homes—36% of them. Amazon Prime shows up in 13% of homes, while Hulu Plus is in 6.5%.

Wealthier people choose SVOD.

Okay, that might not be the strictest interpretation of this data, as more households with an income between $40,000 and $75,000 have SVOD access than those who reported higher incomes. However, those in the wealthiest bracket of $100,000 income or higher are more likely to have SVOD access than just TV or broadband, with 29% of this group saying they do while just 18% report using broadband with no SVOD and 19% saying they live in a TV household.

Households with SVOD have more gadgets.

While 95% of SVOD households have an HD screen display (compared to 88% of TV households, 89% of broadband households without SVOD, and 77% of no broadband households), these households are also more likely to have gadgets like Smart TVs, DVRs, gaming consoles, multiple PCs, and tablets across the board.

US Households with SVOD are more likely to have these other gadgets, too.

The number of “traditional” TV viewers is going down while the number of on-demand, multimedia device, and smartphone viewers are going up.

In the fourth quarter of 2013, good, old traditional TV reached well over 286.7 million viewers, while this past Q4, it reached just over 285 million. Meanwhile, over 181 million watched time-shifted TV (aka, got their scheduled TV programs on demand) in Q4 of 2014, while just over 174 million did in Q4 of 2013. Multimedia device use rose from just over 29 million to over 42 million in that time, while smartphone video viewing went up by about 20 million across US viewers.

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