Users who viewed games videos were more likely to subscribe to a greater number of Streaming Video-on-Demand (SVOD) services than the average user, according to Juniper Research.
The report, Digital TV & Video Streaming Survey: Consumer Attitudes 2018, found that gaming viewers subscribed to around six SVOD services, compared to two or three for other users.
The findings are based on a survey of SVOD viewers in the US, the UK and China.
Despite this, the survey found traditional TV still has a place, with only 35 per cent of US SVOD users reporting using streaming services more frequently than terrestrial or cable TV. Sports users are even more conservative, with 92 per cent of US sports streaming viewers watching sports content elsewhere, eg. through terrestrial TV or in a public venue.
In addition, the survey found that people who watched games videos were more prolific consumers of video content in general, with over 70 per cent watching streamed video (eg. Netflix, Amazon Prime Video, Twitch and YouTube) several times a day compared to 56 per cent for the average user.
This trend applied to each of the countries surveyed. Dedicated eSports, however, does not appeal to the majority of games stream viewers, with only 26 per cent watching eSports events.
Other Key SVOD Survey Findings:
- Netflix: Was identified as the clear market leader in the survey, used by over 80 per cent of respondents in the UK and the US. Netflix was the only provider expected to grow its market share of existing SVOD users in the near future.
- Amazon Prime Video: Watched by over 50 per cent of respondents in the US and 48 per cent in the UK.
- HBO Now: Unusually, a US SVOD service with more viewers who value original content (59 per cent) than large content libraries (51 per cent).
- Twitch Prime: In the UK; only 8 per cent of Amazon Prime Video users use Twitch Prime, while 25 per cent of Twitch Prime users do not watch Amazon Prime Video. This means that the service could potentially reach a larger audience by being independent of Amazon Prime.