U.S. Online TV - Statistics & Facts

The global online television industry is developing quickly. The United States is the fastest growing online TV and video market , with revenue projections of 15.5 billion U.S. dollars by 2020. In 2014, seventy-six percent of American households reported having a video-on-demand subscription, and in 2016 it is predicted that 18 percent of the weekly viewing audience watch free online TV.

Today’s online TV users are young, middle class males and females, mostly Caucasian, and heavy users of mobile technology, especially smartphones. Their reasons for watching original TV programming online are clear – time and convenience are of high importance to those consumers. In fact, mobility is the key factor. On average, a U.S. consumer spent 413 minutes monthly in 2014 accessing one of the online video services over cellular or Wi-Fi. Android and iOS devices were the top choice for mobile access.

Although online TV formats are gaining more and more enthusiasts, traditional TV has also experienced a small upturn in recent years. In the 2016/17 season, the number of TV households is due to increase to over 118 million, following the slump to 114.2 million in the 2012/13 season. There is nevertheless a new phenomenon of cord-cutting developing which is seeing people turn to alternative methods to catch up with their favorite shows. By the end of 2014, a total of 22.5 million U.S. households were without a traditional TV subscription and this figure is set to increase to 26.7 million by the end of 2016. Additionally, sources project a growing number of connected TV households, which translates to easier access to online subscription services.

Some of the key players in the VoD industry are Netflix, Hulu, and Amazon Prime, all of which offer their own original series, as well as old favorites. Speed of service plays a major role among consumers, who identified free 2-day shipping as the main reason for joining Amazon Prime. Fifteen percent signed up because of the unlimited instant streaming of movies and shows. All things considered, the on-demand model of video consumption is constantly developing and this is illustrated by the growing number of subscribers.

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