Analysis & Opinion

Single millenials most likely to access SVOD

While subscription VOD (SVOD) is used by 66% of millenials aged 18-34, it’s most used by single independents (78%) and least used by those who are starting a family (58%) according to recent research by Nielsen.

Nielsen’s Total Audience Report for Q4 2015 found that ‘on their own’ single millenials averaging 27 years of age are most likely to access SVOD services such as Netflix or Hulu and own multimedia devices such as Apple TV, Roku or Google Chromecast that enable video streaming

By contrast millenials starting a family from around 30 years of age are least likely to access high speed Internet services and use SVOD services. These results could either reflect the lower income status of ‘starting a family’ millenials or a lack of availability of such services in towns or rural areas as opposed to urban areas.

The research also showed that ‘on their own’ millenials are least likely to subscribe to multichannel services from a multichannel video programming distributor (MVPD) and most likely to be living in a broadband only home.

By contrast, millenials who are starting a family are more likely than those without children to subscribe to traditional sources of video such as multichannel services. They’re also more likely to have a working antenna. This result implies that cutting the cord and solely relying on Internet-streamed video may be a life stage choice rather than a permanent decision, according to Nielsen.

Finally, those of the age to start a family are most likely to watch live TV, whereas millennials on their own spend the most time outside the home, meaning they watch the least amount of live TV of the three millennial life stage groups, but spend the greatest amount of time with TV-connected devices.


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