Viewers Increasingly Using Free OTT to ‘Supplement’ SVOD, NPD Finds

Consumers who rely on streaming to view video content are using seven services on average, including subscription VOD and free streaming offerings, up from five in April, reported NPD Monday. It canvassed 5,000 U.S. consumers online Oct. 14-22, finding 21% say they're “decreasing engagement or canceling subscriptions because they feel other services offer better content” versus 14% in April. Free streaming services grew to 47% of viewers in October from 39% in April, as consumers increasingly “leverage” free offerings to supplement SVOD services, said NPD. Though nearly all free streaming services experience lower churn than SVOD, since consumers don't have to subscribe to these platforms, “they also experience lower engagement rates,” it said. “Consumers want the ability to customize their viewing experience, bundling both paid and free services that provide them with the content they want, when they want it.”