What You Need to Know About
the “Super Streamers” Who Are
Shaking up Entertainment Distribution
They’re watching at work. They’re watching at home. For “Super Streamers” video is way of life. These young mega-fans—more than half of super streamers are between the ages of 18-34—watch at least 12 hours of streaming video every week and many stream up to 30 hours weekly. While only 10 percent of consumers fall into this groups, their preferences and habits are worth paying attention to because they point to trends—some anticipated, others more surprising— with implications across demographics for content creators and distributors.
Four trends emanating from Super Streamers that content creators and distributors should stay on top off:
Their consumption is mobile first Perhaps most significant, as our new report, Videoquake 4.0: Binge, stream, repeat – how video is changing forever shows, is the increasing importance of the mobile screen. The vast majority of smartphone owners view video on their mobile devices and nearly all of them agree: using mobile for video is on the rise. But there’s still plenty of room for growth and innovation. Consumers say they would watch even more video on mobile if their phones had bigger screens, lower data costs, faster loading, and greater WiFi availability.
They are cutting the cord, but slowly Super Streamers are less likely than consumers in other demographics to subscribe to traditional pay TV and they tend to pay less for content, perhaps because they report lower household income than traditional pay TV subscribers. Nevertheless, despite the rise of mobile video as a dominant form of viewing, cord cutting is happening at a slower rate than predicted. This may be because cord trimming has not resulted in the reduced price that consumers had hoped for.
They expect to pay more in the future
Across every demographic, a majority of consumers say they are paying more for video content now than in the past and expect to continue to pay more in the future. It could be that the availability of more great content, in a wider array of formats, will not signal the death of traditional pay TV, but instead offers opportunities for new types of video services, such as partnerships among cable or satellite providers and video content creators.
Customization is key
Super Streamers are enthusiastic video viewers, but they won’t watch just anything. Like the majority of consumers, they’re overwhelmed by the sheer amount of content available to them and they’re choosy about they view. Customized packages may play an important role in moving them to spend more. Many younger viewers—the “cord nevers” and “cord cutters”— say they would consider subscribing to cable if they could customize their packages to include exactly the channels they want to watch.
Consumers of all ages are consuming more content than ever before. At the same time, they’re becoming more selective about the kinds of content they want to see and how and when they access it. The quality of content, mobility of content across screens (connected devices, such as smart TVs, are driving some viewers back to their living rooms) and flow from platform to platform are impacting audience behavior. And audience behavior will continue to be a major factor in evolving content delivery and consumption. There is plenty of opportunity for industry players to differentiate themselves across market segments. But when it comes to the future of the “videoquake,” expect the youngest consumers and super streamers to continue to shake things up.
Chart Source: PwC
Paige Hayes is U.S. Advisory Entertainment, Media, and Communications Leader, PwC.