Channel surfing is dying.
A new study by Hub Entertainment Research has confirmed what you probably already suspected – people are increasingly defaulting to on-demand media to deliberately watch something rather than casually flipping through channels to see what’s on.
The study indicates that only 39% of viewers tune into live programming from a traditional pay-TV provider, down from 47% last year, while on-demand sources (collectively) were the first choice for 48% of viewers.
In younger viewers aged 18-34, only around a quarter (26%) of the demo lists live TV as a default viewing option, down from 35% a year ago. Around 50% of that demo subscribe to at least two of the big three SVOD services – Netflix, Amazon and Hulu. Older people are also really shedding cable viewing. Last year 66% of viewers 55 and older listed live TV as their first choice – this year that’s down to 56%.
Peter Fondulas, a principal at Hub and co-author of the study says: “As online, on-demand platforms continue to become mainstream, live viewing has become the exception rather than the rule.”
In terms of SVOD services, usage of Hulu was up the most with 58% tuning in, while Amazon Prime and Netflix saw 49% and 48% jumps respectively.