Almost half of US consumers with an SVoD and pay T

Almost half of US consumers with an SVoD and pay TV subscription watch their streaming services as much as, or more than, cable, according to a study of streaming habits by IBM Cloud Video.

According to the study of 1,000 US consumers, almost two thirds of adults have used an SVoD service. Some 72% of Millennials with b oth SVoD and cable watch the SVoD service as much or more than their cable service.

Some 72% of SVoD customers take Netflix, according to the survey, with 14% taking the next most popular offering, Amazon Prime, and 7% taking Hulu. Access to more content is the primary reason for taking an SVoD subscription. In the case of Amazon Prime, however, only 14% signed up specifically for the video servie, with the majority attracted by shopping benefits.

The survey found that 42% of SVoD customers shared their password with family members, but only 4% shared it with others. Six per cent of SVoD viewers admitted to using someone else’s password to view content, although 27% said they had borrowed a password to try a service before subscribing. Amazon Prime customers are much less likely to share passwords than others, probably because the service also gives access to one-click shopping.