Streaming viewers now count Netflix as the most “essential” source of programming, but in an era of streaming video services traditional TV network shows are still vital to satisfying consumers, according to E-Poll Market Research’s May 2018 SVOD study.
Netflix took a slight lead, with 44 percent of respondents considering the streaming giant the most important content provider. Broadcast TV channels, however, including ABC, CBS, NBC, Fox, The CW, PBS and more, were not far behind at 43 percent – though that figure was down from 50 percent in the third wave of the study that has been ongoing since 2014. In third place was YouTube at 35 percent, followed by cable TV channels like FX, TNT, A&E, TBS and ESPN with 31 percent.
Bringing up the rear were Hulu, Amazon and premium cable channels (HBO, Showtime, etc.), with 15 percent, 13 percent, and 11 percent respectively.
“While Netflix has surpassed broadcast and cable TV channels as the single most essential source of TV programming, traditional network shows remain strong with viewers as streaming services rely on both current programs and many of the favorite programming that has been off the air for years,” the firm wrote.
While cord-cutting continues to proliferate – E-Poll Market Research points out that a high percentage of streamers still regularly view broadcast and cable content – with 56 percent of Netflix viewers, 39 percent on Amazon, and 43 percent on Hulu. This indicates they are still interested in the same programming, just via different providers.
The study also said appetite for original short form programming like that provided by YouTube is starting to plateau, further demonstrating the continued desire for traditional programming.
As many consumers ditch their traditional TV service due to high cost, skinny bundles offered by virtual MVPDs that deliver comparable programming will continue to gain popularity, according to E-Poll. The percentage of respondents that said they had ever watched content via a vMVPD like Sling TV, PlayStation Vue or DirecTV Now climbed from 7 percent to 20 percent since last year.
“We predict that the growth of vMVPD will continue to gain momentum, particularly for providers who include broadcast and cable TV programming in their bundles,” the report forecast. “Those sources remain “essential” to TV viewers and these services make that access cost effective for the consumer.”
