I’ve said before that next generation TV homes are building their own streaming bundles. The average US Subscription Video on Demand (SVOD) home takes 2.5 SVOD services. But what sort of bundles are beginning to emerge? And how do different homes mesh services to get to the content they want?
These charts look at the combination skews of US SVOD homes, taking each of a Netflix home, an Amazon home, an HBO Now home and a Hulu home as a starting point. The pies show the percent more likely than average each home-type is to have the other SVOD services shown as well as two ‘marker’ premium channels: HBO and ESPN.
There are a huge number of possible combinations and each slice of each pie potentially connects to every other possible slice. Here’s the mind-bender: Netflix or Amazon homes with Hulu are also Hulu homes with Netflix or Amazon. Nonetheless. With this relatively simple four-point start, the differences in the way people are meshing SVOD services are stark.
Netflix homes skew most heavily to also taking HBO Now followed by Amazon Prime Video, whereas Amazon homes skew most heavily to Hulu followed by HBO Now. That would seem to suggest that Netflix is attracting viewers more interested in premium-type drama and movies than Amazon, the viewers of which are after catch-up and more basic content. Yet Hulu homes skew most heavily to HBO Now, followed by Netflix, suggesting a good number are chasing a premium add-on tier to Hulu, despite Hulu’s own recent moves to re-engineer as a pay platform.
Finally, perhaps the most traditional of all, HBO Now homes are most likely to also take ESPN channel, suggesting these homes are more traditional in outlook and driven by the good old premium pay TV drivers of movies and top sport.