Who’s on Netflix vs. Hulu vs. Other? A Panel based examination of SVOD users
Abstract:
The media industry is in a state of flux with continued fragmentation of consumer time and attention around media and across various devices and services. One such service that is popular among consumers today is SVOD (Subscription Video On-Demand) which enables on-demand access to both native digital content and TV-produced content. Forty eight percent of US homes have access to at least one SVOD service from providers such as Netflix, Amazon Prime and Hulu, up from 42% a year ago, according to Nielsen’s report. As consumers are shifting from live viewing to SVOD consumption, researchers are interested in understanding the underlying behavioral changes that are differentiating SVOD service providers. For instance, are consumers watch similar programs between Netflix and Hulu? Are there overlaps and/or uniqueness in consumer behaviors across these service providers? Answering these and many other questions is at the heart of this study and analysis. Read more