New data compiled and analyzed by Parks Associates shows that average video viewing time in households in the United States has risen to 43.5 hours per week across all devices, but its numbers also show that platforms like Max and Disney+ may want to start offering mobile-exclusive content if they want to keep building engagement with subscribers.
The data from Parks shows that more than 80% of customers watch subscription video-on-demand (SVOD) services for at least one hour each week. Sixty-one percent of households watch such services on smart TVs, watching 7.5 hours of content per week from these sources on average.
Parks’ data shows that 50% of people who consume video on a viewing device (smart TV, computer, tablet, or phone) watch ad-supported streaming at least once a week, a clear response to the rising prices of subscription streaming and the need for customers to seek video from unpaid sources.
“The flexibility and convenience that on-demand services offer is highly appealing to viewers, but many households enjoy a balance between finding something to watch and watching what they find,” said Parks analyst Sarah Lee. “Given the popularity of FAST and user-generated content, consumers may soon decide they do not need to subscribe to as many services as they do now.”
The numbers from Parks also show that viewers are spending quite a bit of time streaming video on their phones.
There are lots of options available, and Parks’ data clearly indicates that platforms that pursue mobile viewers will have an audience ready and waiting.
From the article, "Average Video Viewing Time Rises to 43.5 Hours Per Week in the US; Do Streamers Need More Phone-Specific Content?" by David Satin
