Research uncovers surprising trends for the future of cord-cutting, SVOD and esports
LOS ANGELES– (BUSINESS WIRE) –Manatt, Phelps & Phillips, LLP, a multidisciplinary, integrated professional services firm, and digital media consulting company, Vorhaus Advisors, today released their inaugural Digital Strategy Study, which analyzes the state of media and content consumption . Through a comprehensive consumer survey focusing on topics including connected TV, video on demand subscription (SVOD), mobile and export, the report identifies a number of key trends that illustrate how to interact with technology to consume digital content, including:
- Online video is on the rise, but traditional TV is not dead. 18 to video and video to watch online video once a week or more, with only 34 percent who used on television set connected to the internet. However, despite being in favor of digital devices, 72 to 56 year olds, is still the top rated television device for the broader population over the age of 18.
- SVOD continues to impress and has room to grow. Of online users, 74 percent subscribe to service, with nearly six in ten using Netflix. Furthermore, half of all SVOD viewing is consumed on an internet-connected TV, proving that related apps are critical for connected TV's popularity. 1.6 SVOD services, beyond what they already have.
- Skinny bundles might be saving grace for pay TV companies. 35 percent of consumers are interested in subscribing to "skinny bundle" as a streamlined alternative to cable packages. With 47 percent of respondents saying cost is a primary reason for corded, pay TV companies have found traction with this offering.
- Livestreaming remains strong and esports' future is bright. More than half of online users watch videos every day on a wide variety of topics. Within that category, exports is quickly gaining market share as the sixth most popular type of content. 43 percent anticipated spending more time watching exporters in the upcoming six months.
"In addition to the surge in online video viewership, generally, the market for export is massive and an area that our team is deeply involved in companies as assessment investment and M&A opportunities," said Ned Sherman, digital and technology partner and director with Manatt. "We have represented some of the major players as well as a negotiating team and player agreements for the top exporters competing in the industry, and this research reinforces that the market for this will only continue to grow."
"SVOD and OTT continue to grow and pay TV under pressure from cord-cutting," said Mike Vorhaus, CEO of Vorhaus Advisors. “Our data suggests that skinny bundle offerings are an effective strategy for winning back traditional pay TV consumers. Still, traditional television consumption remains highly attractive, particularly among the population 35 years and older. "
The study survey surveyed from more than 2,000 respondents over the age of 18. The sample was matched to the US Census for age, gender, race, and questions focused on media attitudes and the behavior of consumers on a broad range of topics. See the full report here.
About Manatt, Phelps & Phillips, LLP
Manatt, Phelps & Phillips, LLP, is one of the nation's leading law firms and consulting firms, with strategically located offices in California (Los Angeles, Orange County, Palo Alto, San Francisco and Sacramento), New York (New York City and Albany) , Chicago, Washington, DC, and Boston. The firm represents a sophisticated client base — including Fortune 500, middle-market and emerging companies — across a range of practice areas and industry sectors. For more information, visit www.manatt.com.
About Vorhaus Advisors
Vorhaus Advisors was founded in 2018 by Mike Vorhaus, a long-time leading analyst in the digital and gaming spaces. Vorhaus Advisors is focused on providing operational and strategic assistance to both early-stage startups and to more established companies in digital media, digital entertainment, gaming and electronic entertainment, advertising and marketing technology. Vorhaus provides consulting advice to companies and investors, regularly makes appearances on TV and news programs, and is quoted in the popular press. Vorhaus Advisors is based in Los Angeles, California.
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Manatt, Phelps & Phillips, LLP