That the vast quantity of video available can make it difficult to find something to watch isn't a new phenomenon, but apparently consumers aren't helping themselves to solve it. According to Altman Vilandrie, 86% of U.S. pay TV subscribers want a single app for all of their video watching, but 70% of consumers have not downloaded any network or cable channel apps.
"Consumers are saying that greater choice does not always lead to a better experience," said Altman Vilandrie Director Jonathan Hurd. "Managing multiple apps across multiple viewing platforms can be challenging and appears to be limiting the market penetration of nearly all TV apps."
Hurd said the flooded streaming video marketplace opens up further opportunities for cable and satellite TV providers to increase the adoption of TV Everywhere, which allows subscribers to access, typically for free, content online through a single app. However, Hurd said, a lack of consumer awareness has severely limited TV Everywhere's adoption.
Other survey findings indicate:
- The percentage of consumers watching TV shows and movies online continues to grow, with 60% of those 55 and older now watching weekly, up from 48% in 2014. Young millennials (18-24) still outpace other age groups, with 89% now watching TV shows and movies online weekly.
- More than half of all adults under age 25 binge-watch TV shows on Netflix (NASDAQ:NFLX) at least weekly. In general, younger adults are the most likely to binge-watch TV shows, defined as watching three or more episodes in a single sitting, on any service. Only 7% of those 55 and older binge watch TV shows on Netflix weekly.
- While most Netflix users said they used an account owned by them or someone in their household, some sharing of accounts between multiple households exists. Young millennials used the highest percentage (25%) of accounts owned by someone outside their household (friend or family), suggesting that many young people are accessing their parents' accounts during college or in early adulthood. The second highest level of account borrowing came from consumers 55 and older, suggesting that older parents are poaching Netflix services from their adult children.