Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Sales grow $1.2 billion in 2013
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- Figure 1: Total US sales and fan chart forecast of streaming movies and TV sales, 2011-18
- Figure 2: Segment sales: purchases versus rentals versus purchases, at current prices, Q1-Q3 2013
- Key players
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- Figure 3: Services used to purchase, rent, or watch video for free, September-October 2013
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- Figure 4: Usage of streaming VOD subscription services, September-October 2013
- Brand awareness tied to ad support
- The consumer
- 18-34s are the market
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- Figure 5: Penetration of usage of streaming video services, by age, September-October 2013
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- Figure 6: Heavy users of iVOD content – watched 6+ movies/shows in past week, by age, September-October 2013
- Minority groups ahead of Whites in adoption
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- Figure 7: Use of streaming video, watched for free, rented, or purchased, by race/Hispanic origin, September-October 2013
- Majority favor paying for content
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- Figure 8: Attitudes toward paying to view content, September-October 2013
- What we think
Issues and Insights
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- How much original content is enough?
- The issues
- The implications
- Does consumer binging promote sales?
- The issues
- The implications
- Are recommendation systems a point of differentiation?
- The issues
- The implications
Trend Applications
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- Trend: FSTR HYPR
- Trend: Mood to Order
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Annual sales at 26% growth
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- Figure 9: Total US sales and forecast of streaming movies and TV sales, at current prices, 2011-18
- Figure 10: Total US sales and forecast of streaming movies and TV sales, at inflation-adjusted prices, 2011-18
- Fan chart forecast
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- Figure 11: Total US sales and fan chart forecast of streaming movies and TV sales, 2011-18
Segmentation
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- Key points
- Subscriptions carry half of sales
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- Figure 12: Subscription sales versus rentals versus purchases, at current prices, Q1-Q3 2012-13
Competitive Context – DVD/Blu-ray and DVR
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- Key points
- Three quarters of adults buy or rent DVDs
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- Figure 13: Purchase and rental of DVDs and Blu-ray in past year, by age, November 2012-June 2013
- Figure 14: DVD shopping online and access to a video rental store, by age, September-October 2013
- DVD viewers average one purchase and two rentals per month
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- Figure 15: Number of DVDs/Blu-rays bought versus rented in past three months, October 2010-June 2013
- About 1.5 DVDs viewed per week
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- Figure 16: Time spent watching DVDs in past week, October 2010-June 2013
- Figure 17: Time spent watching DVDs in past week, by age, November 2012-June 2013
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- Figure 18: Number of DVDs/Blu-rays bought versus rented in past three months, by age, November 2012-June 2013
- Limited preference for shiny discs among streamers
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- Figure 19: Preferences for discs over internet delivery, by age, September-October 2013
- DVD gift market still rising
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- Figure 20: Purchase of DVDs as a gift, October 2010-June 2013
- Figure 21: Purchase of DVDs as a gift in past three months, by age, November 2012-June 2013
- DVR
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- Figure 22: DVR use, by age, November 2012-June 2013
- Figure 23: Skipping ads via DVR, by household income, November 2012-June 2013
Market Drivers
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- Key points
- Home internet subscription rising
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- Figure 24: Household penetration of internet service subscription, October 2011-June 2013
- Figure 25: Household penetration of internet service subscription, by household income, November 2012-June 2013
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- Figure 26: Household penetration of internet service subscription, by age, November 2012-June 2013
- Streaming device ownership and internet speed
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- Figure 27: Smartphone and tablet ownership, by age, June 2013
- Figure 28: Personal and household ownership of computers, July 2010-March 2013
- Use of smaller screens for watching movies and television
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- Figure 29: Use of secondary screens for streaming video, by age, November 2012-June 2013
- Streaming media STB growth
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- Figure 30: Streaming media STB ownership, by age, November 2012-June 2013
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- Figure 31: Ownership and awareness of streaming media STB brands, September-October 2013
- Figure 32: Streaming media STB brand ownership, by age, November 2012-June 2013
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- Figure 33: Streaming media STB ownership, by household income, November 2012-June 2013
- Figure 34: Streaming media STB ownership, by presence of children in household, November 2012-June 2013
- DVRs reduce usage
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- Figure 35: Amount of iVOD content watched in past week, by DVR and 3DTV owners, September-October 2013
Leading Companies
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- Key points
- Transactional usage
- No clear line for consumers between independent and studio fare
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- Figure 36: Services used to purchase, rent, or watch video for free, September-October 2013
- Apple, Google orphan video sales
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- Figure 37: Google Play video ad: “Liquid,” 2013
- Subscription services
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- Figure 38: Usage of streaming VOD subscription services, September-October 2013
Innovations and Innovators
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- Netflix reorients toward families
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- Figure 39: Usage of streaming VOD subscription services, by presence of children in household, September-October 2013
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- Figure 40: Netflix Profiles, November 2013
- Amazon embraces product placement
- Crackle gets free movies
- Crunchyroll gets Asia
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- Figure 41: Crunchyroll homepage, November 2013
- Figure 42: Fandor homepage, November 2013
Marketing Strategies
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- Overview
- Hulu pitches next-day TV offerings
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- Figure 43: Hulu Plus, “Wild Night” television ad, 2013
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- Figure 44: Hulu, “Hulu Latino” television ad, 2013
- Netflix warns that its excess of content may lead to excessive behavior
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- Figure 45: Netflix, “Watching ahead” television ad, 2013
- Chromecast sells simple and affordable
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- Figure 46: Google Chromecast, “For Bigger Fun” television ad, 2013
- TiVo grapples with consumer confusion
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- Figure 47: TiVo Roamio, “Duct tape” television ad, 2013
- Roku aims to convert users from online streaming services
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- Figure 48: Roku, “Merry Christmas from Moxkat Grvida” online ad, 2013
Social Media – Streaming Media: Movies and Television
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- Key points
- Key social media metrics
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- Figure 49: Key performance indicators, Nov. 18, 2012-Nov. 17, 2013
- Market overview
- Brand usage and awareness
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- Figure 50: Brand usage and awareness of streaming media brands, September 2013
- Interaction with brands
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- Figure 51: Interaction with streaming media brands, September 2013
- Online conversations
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- Figure 52: Selected Netflix Twitter discussions, November 21, 2013
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- Figure 53: Online mentions, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
- Where are people talking about streaming media brands?
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- Figure 54: Mentions, by page type, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
- What are people talking about online?
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- Figure 55: Mentions, by type of conversation, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
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- Figure 56: Mentions, by type of conversations surrounding streaming media brands, by week, Nov. 18, 2012-Nov. 17, 2013
- Brand analysis
- Netflix
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- Figure 57: Netflix key social media indicators, November 2013
- Key online campaigns
- What we think
- Hulu
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- Figure 58: Hulu key social media indicators, November 2013
- Key online campaigns
- What we think
- iTunes
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- Figure 59: iTunes key social media indicators, November 2013
- Key online campaigns
- What we think
- Amazon Instant Video
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- Figure 60: Amazon Instant Video key social media indicators, November 2013
- Key online campaigns
- What we think
- Redbox Instant by Verizon
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- Figure 61: Redbox Instant by Verizon key social media indicators, November 2013
- Key online campaigns
- What we think
- Vudu
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- Figure 62: Vudu key social media indicators, November 2013
- Key online campaigns
- What we think
Usage of Streaming Services
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- Key points
- Subscription services
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- Figure 63: Usage of streaming VOD subscription services, by age, September-October 2013
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- Figure 64: Usage of leading streaming VOD subscription services, by household income, September-October 2013
- Subscriptions not necessarily competing with transactional usage
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- Figure 65: Cross tabulation of usage of leading sVOD and pay TV subscription services, September 2013-October 2013
- Transactional and free usage
- 18-34s clear leaders in usage
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- Figure 66: Use of streaming video, watched for free, rented or purchased, by age, September-October 2013
- Figure 67: Amount of iVOD content watched in past week, by age, September-October 2013
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- Figure 68: Use of streaming video, watched for free, rented or purchased, by household income, September-October 2013
- Figure 69: Amount of iVOD content watched in past week, by household income, September-October 2013
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- Figure 70: Use of streaming video, watched for free, rented or purchased, by presence of children in household, September-October 2013
- Figure 71: Amount of iVOD content watched in past week, by presence of children in household, September-October 2013
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- Figure 72: Use of streaming video, watched for free, rented or purchased, by gender, September-October 2013
- Figure 73: Amount of iVOD content watched in past week, by gender, September-October 2013
- Electronic sell-through
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- Figure 74: Services used to purchase video, by age, September-October 2013
- Role of 3DTV owners as bellwethers
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- Figure 75: Services used to purchase video, by 3DTV owners, September-October 2013
- Rentals
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- Figure 76: Services used to rent videos, by age, September-October 2013
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- Figure 77: Services used to rent video, by 3DTV owners, September-October 2013
- Ad-supported/free usage
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- Figure 78: Services used to watch videos for free, by age, September-October 2013
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- Figure 79: Services used to watch videos for free, by presence of children in household, September-October 2013
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- Figure 80: Services used to watch videos for free, by 3DTV owners, September-October 2013
- cVOD usage
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- Figure 81: cVOD use, October 2010-June 2013
- Figure 82: Access to cVOD, by household income, November 2012-June 2013
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- Figure 83: Number of cVOD movies ordered, by household income, November 2012-June 2013
- Figure 84: Access to cVOD, by age, November 2012-June 2013
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- Figure 85: Number of VOD movies ordered, by age, November 2012-June 2013
Attitudes Toward Price
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- Key points
- Majority in favor of paid content
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- Figure 86: Attitudes toward paying to view content, by household income, September-October 2013
- Price checking uncommon
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- Figure 87: Incidence of price comparison for buying and renting digital movies, by household income, September-October 2013
- Figure 88: Incidence of price comparison for buying and renting digital movies, by subscription service membership, September-October 2013
- HD premium may be excessive
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- Figure 89: Regular purchase/rental of HD version of digital movies, by household income, September-October 2013
Finding Content
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- Key points
- One third browse
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- Figure 90: Finding content, by age, September-October 2013
- Frequent users browse for finds
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- Figure 91: Finding content, by amount of iVOD content watched in past week, September-October 2013
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- Figure 92: Finding content, by age, September-October 2013
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- Figure 93: Apps and social media usage to find or post content, by age, September-October 2013
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- Figure 94: Apps and social media usage to find or post content, by amount of iVOD content watched in past week, September-October 2013
Interest in Live Events
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- Key points
- Streamers interested in live events
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- Figure 95: Current live event viewing online and interest in iVOD for live events, September-October 2013
- Figure 96: Current live event viewing and interest in iVOD for live events, by gender, September-October 2013
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- Figure 97: Current live event viewing and interest in iVOD for live events, by age, September-October 2013
Race and Hispanic Origin
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- Key points
- Shifting Asians and Hispanics from physical to digital
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- Figure 98: Number of DVDs/Blu-rays bought and rented in past three months, by race/Hispanic origin, November 2012-June 2013
- Minority groups ahead of curve on streaming
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- Figure 99: Use of streaming video, watched for free, rented, or purchased, by race/Hispanic origin, September-October 2013
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- Figure 100: Apps and social media usage to find or post content, by race/Hispanic origin, September-October 2013
- STB penetration twice as high among Asians
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- Figure 101: Streaming media STB ownership, by race/Hispanic origin, November 2012-June 2013
Appendix – Usage Data from Offline Survey
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- Key points
- Streaming video websites
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- Figure 102: Streaming video websites visited in last 30 days, October 2010-June 2013
- Figure 103: Streaming video websites visited in last 30 days, by age, November 2012-June 2013
- Figure 104: Streaming video websites visited in last 30 days, by race/Hispanic origin, November 2012-June 2013
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- Figure 105: Streaming video websites visited in last 30 days, by household income, November 2012-June 2013
- Figure 106: Streaming video websites visited in last 30 days, by presence of children in household, November 2012-June 2013
- Number of visits to specific streaming websites in past 30 days
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- Figure 107: Number of visits in past 30 days: Youtube.com, by gender, November 2012-June 2013
- Figure 108: Number of visits in past 30 days: Youtube.com, by age, November 2012-June 2013
- Figure 109: Number of visits in past 30 days: Youtube.com, by race/Hispanic origin, November 2012-June 2013
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- Figure 110: Number of visits in past 30 days: Netflix.com, by gender, November 2012-June 2013
- Figure 111: Number of visits in past 30 days: Netflix.com, by age, November 2012-June 2013
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- Figure 112: Number of visits in past 30 days: Netflix.com, by household income, November 2012-June 2013
- Figure 113: Number of visits in past 30 days: Hulu.com, by gender, November 2012-June 2013
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- Figure 114: Number of visits in past 30 days: Hulu.com, by presence of children in household, November 2012-June 2013
- Figure 115: Number of visits in past 30 days: Fox.com, by gender, November 2012-June 2013
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- Figure 116: Number of visits in past 30 days: NBC.com, by gender, November 2012-June 2013
- Figure 117: Number of visits in past 30 days: CBS.com, by gender, November 2012-June 2013
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- Figure 118: Number of visits in past 30 days: ABC.com, by gender, November 2012-June 2013
- Streaming movies/television
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- Figure 119: Movie downloading and streaming in past 30 days, October 2010-June 2013
- Figure 120: Number of videos streamed in past 30 days, October 2010-June 2013
- Figure 121: Movie downloading and streaming in past 30 days, by age, November 2012-June 2013
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- Figure 122: Movie downloading and streaming in past 30 days, by race/Hispanic origin, November 2012-June 2013
- Figure 123: Number of videos watched online in past 30 days – Watch videos, TV programs, or movies online, by age, November 2012-June 2013
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- Figure 124: Number of video watched online in past 30 days – Watch videos, TV programs, or movies online, by household income, November 2012-June 2013
Appendix – Social Media
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- Brand usage/awareness
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- Figure 125: Brand usage or awareness, September 2013
- Figure 126: Hulu usage or awareness, by demographics, September 2013
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- Figure 127: Vudu usage or awareness, by demographics, September 2013
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- Figure 128: Netflix usage or awareness, by demographics, September 2013
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- Figure 129: Amazon Instant Video usage or awareness, by demographics, September 2013
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- Figure 130: iTunes usage or awareness, by demographics, September 2013
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- Figure 131: Redbox Instant by Verizon usage or awareness, by demographics, September 2013
- Activities done
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- Figure 132: Activities done, September 2013
- Figure 133: Hulu – Activities done, by demographics, September 2013
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- Figure 134: Netflix – Activities done, by demographics, September 2013
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- Figure 135: Amazon Instant Video – Activities done, by demographics, September 2013
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- Figure 136: iTunes instant video – Activities done, by demographics, September 2013
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- Figure 137: Redbox Instant by Verizon – Activities done, by demographics, September 2013
- Online conversations
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- Figure 138: Online mentions, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
- Figure 139: Mentions, by page type, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
- Figure 140: Mentions, by type of conversation, selected streaming media brands, Nov. 18, 2012-Nov. 17, 2013
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- Figure 141: Mentions, by type of conversations surrounding streaming media brands, by week, Nov. 18, 2012-Nov. 17, 2013
Appendix – Additional Consumer Tables
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- Subscription usage
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- Figure 142: Use of streaming VOD subscription services, by race/Hispanic origin, September-October 2013
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- Figure 143: Use of streaming VOD subscription services, by 3DTV owners, September-October 2013
- Free usage
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- Figure 144: Free use of streaming video, by gender, September-October 2013
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- Figure 145: Free use of streaming video, by user groups, September-October 2013
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- Figure 146: Free use of streaming video, by presence of children in household, September-October 2013
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- Figure 147: Free use of streaming video, by household income, September-October 2013
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- Figure 148: Free use of streaming video, by race/Hispanic origin, September-October 2013
- Rentals
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- Figure 149: Streaming rentals, by gender, September-October 2013
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- Figure 150: Streaming rentals, by household income, September-October 2013
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- Figure 151: Streaming rentals, by race/Hispanic origin, September-October 2013
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- Figure 152: Streaming rentals, by presence of children in household, September-October 2013
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- Figure 153: iVOD rentals, by user groups, September-October 2013
- Purchases
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- Figure 154: EST, by household income, September-October 2013
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- Figure 155: EST, by presence of children in household, September-October 2013
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- Figure 156: iVOD purchases, by gender, September-October 2013
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- Figure 157: EST, by race/Hispanic origin, September-October 2013
- Amount viewed in past week
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- Figure 158: Amount of iVOD content watched in past week, by race/Hispanic origin, September-October 2013
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- Figure 159: Amount of iVOD content watched in past week, by presence of children in household, September-October 2013
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- Figure 160: Amount of iVOD content watched in past week, by subscriptions, September 2013-October 2013
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- Figure 161: Amount of iVOD content watched in past week, by subscriptions, September 2013-October 2013 (continued)
- Finding content
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- Figure 162: Finding content, by gender, September-October 2013
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- Figure 163: Finding content, by household income, September-October 2013
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- Figure 164: Finding content, by race/Hispanic origin, September-October 2013
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- Figure 165: Finding content, by user groups, September-October 2013
- Price and ads
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- Figure 166: Attitudes toward price and ads, by race/Hispanic origin, September-October 2013
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- Figure 167: Attitudes toward price and ads, by user groups, September-October 2013
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- Figure 168: Attitudes toward price and ads, by gender, September-October 2013
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- Figure 169: Attitudes toward price and ads, by age, September-October 2013
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- Figure 170: Attitudes toward price and ads, by race/Hispanic origin, September-October 2013
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- Figure 171: Attitudes toward price and ads, by presence of children in household, September-October 2013
- Use of secondary screens
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- Figure 172: Use of secondary screens for streaming video, by race/Hispanic origin, November 2012-June 2013
- Use of discovery apps and social TV
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- Figure 173: Apps and social media usage to find or post content, by presence of children in household, September-October 2013
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- Figure 174: Apps and social media usage to find or post content, by 3DTV owners, September-October 2013
- DVD shopping online and access to a video rental store
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- Figure 175: DVD shopping online and access to a video rental store, by 3DTV owners, September-October 2013
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- Figure 176: DVD shopping online and access to a video rental store, by household income, September-October 2013
- Live event viewing
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- Figure 177: Current live event viewing and interest in iVOD for live events, by household income, September-October 2013
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- Figure 178: Current live event viewing and interest in iVOD for live events, by race/Hispanic origin, September-October 2013
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- Figure 179: Current live event viewing and interest in iVOD for live events, by 3DTV ownership, September-October 2013
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- Figure 180: Current live event viewing and interest in iVOD for live events, by user groups, September-October 2013
- DVD usage
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- Figure 181: Purchase of DVDs as a gift in past three months, by race/Hispanic origin, November 2012-June 2013
- DVR usage
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- Figure 182: DVR use, by race/Hispanic origin, November 2012-June 2013
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- Figure 183: DVR use, by household income, November 2012-June 2013
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- Figure 184: Skipping ads via DVR, by age, November 2012-June 2013
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- Figure 185: Skipping ads via DVR, by race/Hispanic origin, November 2012-June 2013
Appendix – Trade Associations
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