Nearly Half of VMVPD Households Switched From Pay TV, Says LRG Survey
Of U.S. households with a livestreaming vMVPD such as AT&T TV Now, Hulu Plus Live TV, Sling TV or YouTube TV, 44% switched from traditional pay TV, while 26% also have a traditional service, said Leichtman Research Group Friday. Eighteen…
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percent switched from another vMVPD; 12% were most recently nonsubscribers. That's similar to findings from a year ago. Overall, 18% of adults 18-44 have a vMVPD service -- vs. 9% of consumers ages 45 and above -- and they account for 65% of U.S. adults with a vMVPD. Fourteen percent of respondents are “very likely” to switch from a vMVPD in the next six months; 54% of vMVPD households have three-plus TVs; 95% with an vMVPD service also have a subscription VOD service from Amazon Prime, Hulu and/or Netflix; and 79% of all households have at least one SVOD or direct-to-consumer streaming video service; 44% have three-plus. The February survey involved 6,462 adults.