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GfK Posits Streaming Video Undermines Disc, Digital Download Ownership

18 Oct, 2017 By: Erik Gruenwedel



Proliferation of subscription streaming video — spearheaded by Netflix and Amazon Prime Video — has impacted how people in the United Kingdom consume home entertainment, including DVD, Blu-ray and digital downloads, according to new data from research firm GfK.

Citing a survey of 2,600 respondents, GfK found that 11% of consumers watch more TV after subscribing to a SVOD service. However, respondents said they watched 32% fewer discs after gaining access to streaming video.

“[SVOD] seems to have a little impact on the amount of live TV viewing, but more so transactional video; so buying DVDs and downloading content to own,” Samantha Tuck, associate director at GfK, told attendees earlier this month at Brand Licensing Europe 2018 in London.

Indeed, GfK found that 80% of all streamed video is episodic programming, including 70% dramas on Netflix, 68% on Amazon Prime Video and 63% on Sky’s Now TV. Just 20% of streamed content is movies.

More than 70% of streaming video is consumed on large TV screens, compared with 13% on laptops and PCs.

Netflix original programming accounts for 35% subscriber viewing compared with 30% for Prime Video subs and zero percent for Now TV.

“For Netflix, original series are the things that are most commented on when we ask why they signed up [for SVOD], and it comprises a lot of what they watch,” Tuck said. “‘The Grand Tour’ had a huge impact on Amazon — that really helped advance the subscriber base.”

 


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