11% of 18- to 44-year-olds have vMVPDs in their homes, research company says

Sling TV
Leichtman also said that 12% of U.S. adults who have moved in the last year have a virtual MVPD like Sling TV. (Sling TV)

About 11% of U.S. consumers ages 18-44 subscribe to an internet-delivered pay TV service, Leichtman Research Group said.

The numbers help showcase the fastest-growing segment of the U.S. pay TV business, which is approaching about 5 million total subscribers, according to data put out by another research company in late January. 

Leichtman also said that 12% of U.S. adults who have moved in the last year have a virtual MVPD like Sling TV, DirecTV Now, Sony PlayStation Vue, Hulu with Live TV or YouTube TV, as opposed to only 6% of nonmovers. 

WHITEPAPER

How To Lower the Cost of Ownership of Your Cable Access Network

This white paper presents a cost analysis of a virtualized cable modem termination system (CMTS) deployed in a distributed access architecture (DAA). Learn how to eliminate traditional CMTS constraints, efficiently enhance your network performance and more.

Remarkably, only 3% of U.S. adults older than 45 subscribe to a vMVPD. 

RELATED: vMVPD customer base reaches 4.6M but has only recaptured a third of cord cutters, analyst says

Other notable data points from Leichtman’s most recent report:

  • 69% of vMVPD users report being very satisfied with their service, but 27% indicated they’re likely to switch to another provider within the next six months.
  • 24% of those who don’t currently subscribe to a vMVPD said they’re very interested in changing that. 
  • 76% of vMVPD users said there are must-have channels in their package, meaning they’re not just indiscriminately subscribing to their bundle. 
  • Among all vMVPD subscribers, 93% also have a subscription video-on-demand service like Netflix or Hulu. 
  • 49% of vMVPD subscribers also have an over-the-air antenna for broadcast channels.
  • Perhaps most curious of all, 35% of vMVPDs users also subscribe to traditional cable, satellite or telco TV

Leichtman said it based results for its study, “Internet-Delivered Pay-TV Services,” on an online survey of 6,947 households throughout the U.S.

"There is clearly a growing niche market for lower-cost/lower-channel live streaming pay-TV services—particularly among younger, more mobile renters, and those living in households with more people," said Bruce Leichtman, president and principal analyst for Leichtman Research Group. "Currently, these internet-delivered pay-TV services are augmenting other sources of video in home, and consumers are experimenting with the various streaming pay-TV services to discover what combinations of video offerings work best for their household."

Suggested Articles

WarnerMedia scored a key HBO Max distribution deal with Comcast just as it launched in May. Nearly six months later, there still isn’t an app.

Peacock, NBCUniversal’s recently launched streaming video service, is rolling out 20% discounts on annual Premium subscriptions for Black Friday.

How can we defend ourselves? Mostly, it’s a matter of common sense.