Offering more proof that the way consumers get their video fix is changing, a new study from Leichtman Research Group found that 82% of U.S. TV homes have a DVR, get Netflix, or use VOD from a cable or telco provider.
About 30% of those homes use two of those services, and 14% use all three, according to the study, On-Demand TV XV, LRG’s 15th annual survey on the topic.
The study, based on a survey of 1,211 U.S. households, found that 54% of adults have Netflix in their home, and 53% have a DVR, making it the first time that homes with Netflix (a total that includes those that use shared passwords) have surpassed those with a DVR. By comparison, 44% of TV homes had a DVR, versus 28% with Netflix when LRG conducted the study in 2011.
Among other findings, the survey found that 64% of homes get an SVOD service from Netflix, Amazon Prime, and/or Hulu, and 51% of adults stream any of those services on a monthly basis, and that 23% of all adults stream Netflix daily, compared to 6% in 2011.
And though OTT video is increasingly popular, 58% of all cable subs used VOD in the past month, up from 42% in 2011, and 65% of all cable and telco video subs have used VOD from their current provider, the survey found.
“On-Demand and time shifting TV services like DVR, VOD and Netflix have permanently changed the way that people can watch TV,” Bruce Leichtman, president and principal analyst at LRG, said in a statement. “Today, over 50% of households have a DVR and, for the first time in the fifteen years of this study, over half of households have Netflix. Yet traditional TV viewing still exists. For example, 46% of adults agree that they often flip through channels to see what’s on TV.”
