Consumers Under 45 Have 71% of vMVPD Subscriptions, Says LRG

Viewers 18-44 years old make up 71 percent of U.S. adults with a livestreaming vMVPD pay-TV service, reported Leichtman Research Group Thursday. Sixteen percent of adults 18-44 have a vMVPD service vs. 6 percent of those 45 and older. Forty-three percent of vMVPD subscribers switched from a traditional pay-TV service, 25 percent also have traditional service, 17 percent switched from another vMVPD offering and 15 percent didn’t subscribe to any pay-TV service. Though 73 percent of vMVPD subscribers are very satisfied, 20 percent are "very likely" to switch from a vMVPD service in the next six months, and 93 percent with a vMVPD service also have subscription VOD service from Netflix, Amazon Prime and/or Hulu. A quarter of respondents who didn’t have a vMVPD service were “very interested” in getting one, LRG said. The market for lower cost vMVPD services -- first introduced four years ago -- is “still growing and evolving,” said President Bruce Leichtman. “Consumers continue to experiment with the various vMVPD services, along with other traditional and streaming options, to find the best combinations of video content and cost.” Findings are based on a January online survey of 6,715 U.S. adults.