Consumers are now spending 42 per cent of their TV time watching subscription, transactional or free streaming video services, according to the latest research from Adobe and the Diffusion Group.
The duo say that consumers’ video streaming behaviour has ‘fundamentally’ changed the competitive landscape of the TV industry, with media companies now finding themselves in a battle for attention, engagement and audiences.
The research found that 65 per cent of this OTT time on the home TV screen is spent watching SVoD, with 30 per cent on free streaming services and 5 per cent on TVOD.
It was revealed that 82 per cent of adult streamers subscribe to some type of online subscription video service.
Netflix tops the list with 70 per cent of adult streamers subscribing to the service, followed by Amazon Prime with 33 per cent.
YouTube unsurprisingly dominates the free online video market, with 83 per cent of adults using the Google-owned platform.
In contrast, 34 per cent of adult streamers were found to use transactional streaming video services, with the market dominated by iTunes, Google Play and Amazon Instant View.
