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How Streaming Video Demand is Driven by Innovation

Key findings from a new video entertainment survey outline the increasing popularity of original content, and a growing trend of paying for multiple video services. According to the latest 451 Research market study, 19 percent of streaming video subscribers are paying for three or more services -- that's up 4 points over the previous year.

These streaming enthusiasts are creating their own bundles of video services, starting with Netflix (95 percent) and Amazon Video (82 percent) then adding a combination of subscription and a-la-carte platforms such as Hulu, HBO Now and iTunes.

Netflix and Amazon Lead the Market

Among all survey respondents who pay for a streaming service, 79 percent say they subscribe to Netflix and 53 percent to Amazon Video. That said, Amazon Video continues to be the growth story, up 5 points over the past year.

Access to movies (50 percent) is the top reason why consumers pay for streaming video services; viewing complete seasons of TV shows (45 percent) is a close second and has increased 6 points in just six months. Importantly, 33 percent of streaming subscribers chose their service for its original content, up 8 points year over year.

Original content has always been a major point of differentiation for HBO and Showtime, but the survey highlights a growing importance of original content among Netflix users (36 percent; up 9 points over a year) and Amazon Video users (36 percent; up 14 points over a year).

While both Netflix and Amazon Video users in the survey have shifted towards watching more original content over the past two years, there is an even faster increase among Amazon Video users (from 7 percent to 31 percent) who say original content is their most watched type of video content, compared to Netflix users (from 20 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. 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." said Andy Golub, managing director of 451 Research.

Streaming Media Device Market Share

The new 451 Research survey also looked at the streaming media device market, which continues to be ruled by Roku, Apple, Google and Amazon. Among respondents who own a streaming media device, Roku leads with 31 percent owning a Roku streaming player and 10 percent, a Roku Streaming Stick/Express. Apple TV (35 percent) is second, followed by Google Chromecast (26 percent).

Although they represent a smaller share of the overall market, Amazon’s Fire TV devices are seeing the most momentum with Fire TV Stick (13 percent) up 2 points and Amazon Fire TV (10 percent) is up 1 point.

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