Audio Video News

One in three of those who subscribe to streaming video services chose the service for its original content, up 8 percent over the past year, according to a new survey from New York-based 451 Research.

Original content has always been a key differentiator for HBO and Showtime but 451’s “Voice of the Connected User Landscape” survey highlights the growing importance of original content for subscribers of Netflix and Amazon Video. Original content was key for 36 percent of Netflix subscribers (up 9 percent over a year ago) and 36 percent of Amazon Video subscribers (up 14 percent over a year ago).

While both Netflix and Amazon Video users have shifted to watching more original content over the past two years, the increase was accelerated among Amazon Video users who say original content is their most watched type of video content (from 7 percent to 31 percent), compared to Netflix users (from 20 percent to 32 percent).

“Netflix and Amazon have spent billions creating exclusive original content to differentiate themselves within a competitive streaming TV market, and our latest surveys show that it’s resonating with customers,” said Andy Golub, managing director. “Viewing original content has become a much more important factor over the past year in choosing streaming services, and the data shows consumers are simply watching more of it.”

The survey also found that about one in five (19 percent) of those who subscribe to streaming video services are paying for three or more services, up from 15 percent a year ago. So-called “streaming enthusiasts” are creating their own bundles, starting with Netflix (95 percent) and Amazon Video (82 percent) and then adding subscription and a-la-carte services including Hulu, HBO Now, and iTunes.

Among all respondents who pay for a streaming service, 79 percent reported subscribing to Netflix and 53 percent to Amazon Video, with Amazon showing greater growth at 5 percent year over year.

Access to movies (50 percent) remains the top reason why consumers pay for streaming video services but viewing complete seasons of TV shows is a close second (45 percent) and has increased 6 percent in the past six months.

In terms of devices used to stream video content, Roku, Apple, Google, and Amazon continue to dominate. Roku leads with 31 percent owning a Roku streaming player and 10 percent a Roku Streaming Stick/Express, followed by Apple TV at 35 percent, Google Chromecast at 26 percent, and Amazon’s Fire TV Stick at 13 percent and Fire TV at 10 percent.

The survey was conducted in December and had 1,270 North American respondents from 451 Research’s Leading Indicator panel.