Obviously, like all studies, it is advisable to remain cautious about their generalization and their territorial variation, in particular in Europe. But it remains an interesting laboratory that allows us to understand how the public changes its behavior in the face of new program offers. This study has a particular focus on an SVOD operator (Netflix), but we know full well that young Americans also obtain images from Youtube, Hulu, Amazon, Buzzfeed etc ...
The interest of this study, it is the fact to see that for the youngest, the famous “Millennials”, the trade-off between the offers of live programs and the offers on demand has become normal and transparent: there are no more s: SVOD and TV are on an equal footing. What matters is the program that we will be able to watch when we decidee to watch it and whatever the terminal. This observation weakens the entire architecture of television, from EPG to programming, through the promotion of programs, but also their acquisition.
Here are some figures from the Hub Entertainment Research study:
- 40% of young people aged 16 to 24 use Netflix as their base to watch programs. Only 26% use live TV.
- For “Millennials” aged 18 to 34, live TV takes precedence with 33% of people watching d 'first TV, while 31% choose Netflix. live which nevertheless remains the main source of access to images with 34%. But this rate is down 16 points compared to 2013 since it was 50%.
The "Online ”represents almost as much in listening time as television and DVR combined: 46% for online platforms in 2014 (compared to 34% in 2013), 32% for live television (compared to 41% in 2013) and 15% for the DVR (compared to 21% in 2013).
- Television remains the main destination to skip when viewers don't know what to watch, with 40% of viewers, compared to 27 % for Netflix.
- However, when viewers report having a specific show to watch, 26% said Netflix as their primary source compared to 15% for live TV. This is also a reversal of results compared to 2013 when live television reached 29% and Netflix 18%.
The famous disruption of television took place in softness: we subscribe to a SVOD service (or we use the account of a relative), we peck programs here and there, then we skip son TV channels. And over time, supply on demand grows, thanks to its exclusive programs, thanks to the depth of its catalog (in the United States), thanks to the scent of innovation that it exudes in the face of retail chains. television that cling to their original model, the one that made them so rich.