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SVoD stacking climbs in Europe, US

Consumers increasingly combining SVoD products with free TV services

SVoD stacking continues to rise across the US and Europe, Ampere Analysis has found.

In Europe the proportion of respondents with three or more SVoD subscriptions has grown 6.3 percentage points since Q3 2018, compared with 6.6 per cent in the US.

Ampere found SVoD and pay-TV to be the most common service combination in most countries, as consumers seek to supplement their cable or satellite TV services with online video catalogues.

In The Netherlands, South Africa and the US, 56 per cent mix pay-TV and SVoD, compared with 13 per cent in Japan, where free TV and SVoD combinations are more common.

The proportion of consumers who are using SVoD and free TV, with no pay-TV, has been increasing in Western European markets and the US.

Italy and the UK have the highest proportions of SVoD and free TV consumers. France, the US and Denmark have the lowest, according to Ampere.

Minal Modha, consumer research lead at Ampere Analysis, said: “While cord-cutting is a major issue in the US, it has been a less significant challenge for the industry in many international markets.

“However, our research shows that consumers in many global markets are increasingly combining SVoD products with a free broadcast TV service, placing future a growth obstacle in the path of incumbent pay-TV service providers.”