Low cost streaming devices such as Amazon Fire Stick, Roku and Google Chromecast are now driving OTT VOD use onto the big screen in UK television homes.
In the latest wave of its bi-annual Mediabug research into consumer media use, Decipher says a previously reported slowdown in the uptake of services including Netflix, Amazon Prime Instant Video and NOW TV has been shortlived.
The return to growth means 30% of online UK consumers now claim to have an SVOD subscription, up from 23% in Q1 2015. Netflix is still the main provider, with now 23% of online consumers claiming to have a subscription. Amazon Prime Instant Video saw its claimed subscriptions rise by 5 percentage points since Q3 last year to 13%, and NOW TV subs grew by 2 percentage points and is now at 6%. DisneyLife enters the SVOD market at 2%, having launched last November.
Devices that enable OTT video streaming to the TV (such as Apple TV, the NOW TV box, and the Amazon Fire TV stick) have all appeared as significant drivers of uptake.
The most significant uptake was for the Amazon Fire TV Stick, which saw its claimed ownership increase from 2% to 6% of online consumers.
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