While only 12 percent of SVOD subscribers sought out services like Netflix, Amazon Prime and Hulu to replace their pay-TV service, 38 percent said they added these platforms to find more content.
That was a conclusion of a recent study conducted by OTT backend services company Clearleap (recently acquired by IBM), which surveyed 1,000 U.S. consumers.
Clearleap found that two-thirds of those consumers subscribe to an SVOD service, and churn among those users is relatively low — only 31 percent said they have ever cancelled an SVOD subscription.
Among those that have cancelled, 27 percent said that ads inspired their decision to bolt. The second leading cause of churn is costs.
The study found that 43 percent of users connect with their SVOD service via TV-connected devices like Roku and Apple TV, while only 15 percent use mobile phones to watch SVOD.
Meanwhile, only 5 percent of respondents admitted sharing passwords outside their family.
"Millennials, who are widely believed to be the most promiscuous password sharers, are much more likely to have used a borrowed password before subscribing; half admit to doing this," the report said. "That said, once they subscribe, they are no more likely to share their own password outside the family circle than anyone else."
Finally, buffering remains the No. 1 technical complaint, with 49 percent of survey respondents having reported issues.
- read this Clearleap study
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