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Consumers’ TV programming sources keep climbing.
Hub Entertainment Research says consumers in 2022 are now averaging 7.4 “sources” of TV content — up from 5.7 in 2021 and 4.8 in 2020.
This can include any combination of a traditional pay TV provider, a virtual pay TV service, individual streaming video-on-demand platforms (Netflix, Disney+, for example), broader free, ad-supported streaming services (Pluto TV, Tubi, for example), or a transaction service for individual shows.
When asked which of the following type of TV services consumers subscribe to in 2022, 89% said a streaming subscription (up from 77% in 2020); 62%, a traditional MVPD (down from 67%); and 18%, a virtual MVPD (up from 13%).
When asked what will consumers do with their “current TV services — which includes everything from a traditional pay TV service to all streaming apps — 77% say they will keep the current provider and 23% say they will replace them.
A year ago, when asked the same question, 72% favored keeping their providers, while 28% said they were looking for a replacement.
“The Netflix earnings results may have raised questions about the future growth of streaming subscriptions, but consumers apparently haven’t gotten that memo,” conclude the authors.
The research also shows that nearly 60% of consumers have watched free ad-supported streaming platforms — including Pluto TV, Tubi, Amazon’s Freevee, or The Roku Channel.
Survey results came from interviews with 1,600 U.S. consumers aged 16-74 who watch a minimum of 1 hour of TV per week.
And you can add other non-“TV” sources to that list, Wayne. Like magazines, newspapers AM/FM radio, satellite radio, digital radio, podcasts, OOH venues, etc. The real questions are how much time is spent with each source and how engaged are the users/viewers when they use each platform—especially for the ads.