What started two years ago as Horowitz’s groundbreaking segmentation of the TV viewing universe has morphed into six distinct, nuanced groups in 2019, thanks to the arrival of vMVPDs in the marketplace and the rediscovery of antennas among younger, leading-edge consumers.
In 2017, Horowitz identified three key viewing segments: 1) 5 O’Clock Diners, who watch only through traditional TV; 2) Content Omnivores, who watch both traditional and streamed content; and 3) Content Paleos, who watch only streamed content. The 2019 edition of State of Viewing & Streaming by Horowitz explores six segments. The segments are defined by share of viewing time across traditional (live via MVPD/antenna, DVR, and VOD) and streamed platforms, usage of antennas, and subscription to vMVPDs.
Analysis of the segments reveals important differences by types of providers/services they subscribe to; importance of specific content and features; content/genre preferences; demographics; and more.
5 O’Clock Diners (35% of TV content viewers):
*Watch TV content using only traditional sources (traditional live TV from MVPD/antenna, On Demand, DVR, and DVDs);
*Heavy live viewers;
*Almost all (91%) subscribe to a traditional MVPD and are much less likely to subscribe to over-the-top (OTT) services;
*Older, less likely to have children in the home, and have a lower average income.
Mega Omnivores (15% of TV content viewers):
*Are the hungriest for content and keep up with their content needs through a bevy of platforms, devices, and methods (live, DVR, on demand, streaming, and live streaming);
*Although they watch TV traditionally and streamed, they lean toward streaming (54% of their weekly viewing time);
*Watch content through a traditional MVPD (traditional cable, satellite, or telco service) and subscribe to a vMVPD;
*Are younger, skew male, have children in the home, and have a higher average income compared to Omnivores.
Omnivores (30% of TV content viewers):
*Watch TV using both traditional and streamed sources, but are lighter streamers than Mega Omnivores (39% of their weekly viewing with streamed content and 44% with MVPD or antenna-delivered live TV);
*Subscribe to an MVPD but not to a vMVPD.
Flexitarian Lites (6% of TV content viewers):
*Stream most of their content; have an antenna to watch live TV;
*9% subscribe to a traditional MVPD (but do not report watching it in a typical week);
*Less likely to have children in the home and have a lower average income compared to Flexitarians.
Flexitarians (3% of TV content viewers):
*Stream all their content;
*All subscribe to a vMVPD and half also still have an MVPD (but do not report watching live, DVR, or VOD content from their MVPD in a typical week);
*Younger, more likely to have children in the home, and are more likely to be multicultural compared to their Flexitarian Lite counterparts.
Content Paleos (12% of TV content viewers):
*Stream all their content, but do not subscribe to a vMVPD;
*32% subscribe to a traditional MVPD, but do not report watching live, DVR, or VOD content via their MVPD in a typical week.
The study takes an in-depth look at the content interests of each of the segments, providing a roadmap for networks and content providers to identify opportunities in this rapidly shifting landscape. For example, the study finds that a major differentiator between two of the new segments — the streaming-heavy Flexitarians and Flexitarian Lites — is the former’s interest in local, regional, and regional sports, which they are able to satisfy by subscribing to a vMVPD. The Flexitarian Lites, on the other hand, care less about sports and more about broadcast TV, which is satisfied through an antenna delivering over-the-air broadcast content.
“With more options than ever for accessing on-demand and live TV content, consumers have the freedom to build a customized viewing experience based on what they want to watch and how they want to watch it,” said Adriana Waterston, Horowitz’s SVP of Insights and Strategy. ”The good news is that we see most consumers still wanting a robust experience that includes a wide variety of networks, viewing experiences, and both on-demand and live opportunities.”
About the study:
State of Viewing & Streaming 2019 is a mixed methodology phone/online survey among 1,600-1,619 TV content viewers (i.e., watch 1+ hours of TV content/day). The survey was conducted in January-February 2019 in English and Spanish. Data have been weighted to ensure results are representative of the overall TV viewer universe.
State of Viewing & Streaming 2019 covers, among other topics:
-TV content viewing behaviors, including hours viewed, percentage of TV content viewers who stream, and share of TV content that is streamed;
-Viewer segments, including additional details on the segments noted above;
-Devices and services used to stream;
-The role of live TV;
-Decisions about what to watch and when.
The full report provides analysis by total TV content viewers 18+ (watch 1+ hours of TV content/day), as well as key demographic and viewer segments, including age, multichannel subscribers and non-subscribers, family households, and more. Additional analyses by Hispanic, Black, and Asian audiences will be published under separate cover.
For more information, to schedule an interview with an analyst, or to request specific data, please contact Stephanie Wong, [email protected], 303-284-6879.
About Horowitz Research
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual Insights Partnership and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. With expertise in the pay TV, video, and consumer technology space, Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. For more information, visit www.horowitzresearch.com.