TVWeek, Nielsen

Nielsen Reports SVOD Milestone

Jun 27, 2016  •  Post A Comment

Nielsen has released data for the first quarter of 2016 that marks a milestone, with SVOD penetration equaling DVR penetration. The penetration of subscription based video on demand services — such as Netflix, Hulu Plus and Amazon Prime — and DVRs now both stand at 50% of U.S. television households.

The penetration of SVOD has been rising steadily while DVR penetration has remained around 49%-50% for several quarters. SVOD penetration was 42% in the year-ago quarter, rising to 45% in the second quarter of 2015, then 46% in the third quarter and 48% in the fourth quarter.

The information is part of Nielsen’s Total Audience Report for Q1 2016.

The report also indicates that the decline in live TV viewing among U.S. adults is showing signs of slowing. U.S. adults spent a daily average of 4 hours, 31 minutes tuned in to live TV during the first quarter, about 3 minutes less than in the first quarter of 2015. The decline is well off the pace of the decline from 2013 to 2014, when the daily average fell by 16 minutes.


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