Original Content Key Driver of Streaming Video Subscription Growth, Says Report

Nearly 20 percent of streaming video subscribers are paying for three or more services -- up 4 percentage points over 2015, said a 451 Research report Monday with findings from a December survey of 1,270 North American respondents. Of respondents who pay for a streaming video service, 79 percent subscribe to Netflix and 53 percent are Amazon Video subscribers, with Amazon Video subscriptions growing by 5 points last year vs. 2015, it said. A third of respondents chose the services for their original content, up 8 percentage points over 2015, with 36 percent of Amazon and Netflix subscribers saying original content was key to their decision to subscribe. Thirty-one percent of Amazon Video subscribers said original content is their most-watched type of video, up from 7 percent in 2015, compared with 32 percent of Netflix users, up from 20 percent in 2015, it said. Streaming enthusiasts are creating their own bundles of video services, starting with Netflix (95 percent) and Amazon Video (82 percent) then choosing from subscription and a la carte platforms including Hulu, HBO Now and iTunes, said the report. Half of subscribers said access to movies was their top motivator for subscribing to a video service, followed by 45 percent who wanted to access complete seasons of TV shows, it said. Roku leads the streaming media device market with 31 percent of respondents saying they own a Roku player, and 10 percent owning a Roku Streaming Stick. Thirty-five percent owned an Apple TV, and 26 percent were Google Chromecast users, it said. Amazon devices had a smaller market share than other streaming devices at 13 percent for the Fire TV Stick and 10 percent for Fire TV player, but ownership was up 2 percent for the Stick and 1 percent for the player vs. the previous year, it said.