Since the Coronavirus outbreak, people have been stuck at home with a lot of time on their hands. You don’t need to get ready and commute to your office anymore. Therefore, you can get the work done earlier and entertain yourself during this free time. If you are a subscriber of services such as Spectrum TV packages, then you might already have finished watching your favorite shows and movies.
And because of this extra time during the COVID-19 pandemic, Americans are consuming a shocking amount of online content every day.
How Big Has the Surge Been?
Americans are subscribing to high-speed services as Spectrum Internet plans in large numbers to stream the latest content. Recently, Conviva released a new report related to streaming statistics. According to this streaming analytics company, the third week of March witnessed almost a 20% increase in worldwide streaming in comparison with the earlier two weeks. For Americans only, the surge exceeded about 27%.
According to Nielsen as well, there has been a rapid rise in streaming activities during March. During the first two weeks, there was almost a 34% rise in streaming, and the viewership also got doubled during the last week of March.
The head of TV product at Nielsen, while talking to the Hollywood Reporter, said that “As the COVID-19 becomes more and more prevalent across America, the streaming behaviors are also changing. People are consuming a lot of content during the pandemic. Also, the amount of time that people are spending watching TV and online services is almost double the amount of time spent in the past year.”
What Kind of Content is American Streaming?
Just because the streaming numbers have increased doesn’t imply that people have given up on TV. Americans are still subscribing to their favorite TV packages like Spectrum TV Select to stream HD shows and movies. According to Nielsen, Americans are watching TV at the same rate as they were watching it before the pandemic. So, people are streaming both live TV channels and online movies and programs.
People are also using video and social media platforms to watch TV programs. For-example the news viewers have rapidly increased during the pandemic and most of them have been accessing news channels through Facebook and YouTube. According to Conviva, the percentage of news viewers on Facebook has increased almost by 247% from February to March.
In terms of online streaming services, Netflix has stayed on top. It has managed to account for almost 33% of streaming hours of March. YouTube has been the second most popular choice with hours accounting for almost 19%. Other services like Hulu and Amazon Prime have accounted for 12% and 7% respectively.
Netflix has accounted for all the top 10 shows that Americans are watching during social distancing. Tiger King alone on Netflix has managed to draw a surprising number of 19 million viewers worldwide. This is probably the second biggest Netflix series after Stranger Things in terms of viewership.
The Rise in Daytime Streaming
You might be thinking that people might work during the day and stream online services in the evening. But the current statics prove otherwise. More and more people are accessing online streaming services and live TV during the day. The TV viewing hours have especially gone up and shifted to the daytime during the pandemic. It implies that many people are subscribing to their favorite packages like Spectrum TV Gold and watching their favorite channels during the day.
Since this trend is the direct result of quarantine, when this pandemic is over, the trend is expected to shift towards evening and nighttime viewership. According to the report by Conviva, the primetime viewing has decreased by almost 2% during March while the daytime viewing has gone up by 40% during the same period. The greatest increase in daytime viewing has been around 11.a.m.
New Services are Getting Attention
The current subscriptions are not enough to keep the Americans engaged and entertained. Therefore, a large number of people are subscribing to new online services. According to a research firm Strategy Analytics, the percentage of streaming subscriptions is expected to increase by 5% by the end of 2020.
According to the Wall Street Journal and the Harris Poll, an average American has spent around $37 on online streaming services during March. This is almost $7 more than the usual spending. Americans spent an average of $37/mo. All of these new subscriptions are largely been to access popular services. The recent survey has indicated that almost 30% of respondents subscribed to Netflix, 23% to Amazon Prime, 21% for Hulu, and about 20% to Disney and Disney+.
People are also subscribing to TV packages like Spectrum TV Silver to access channels like Disney, ESPN, and Fox extra. But this rise in subscriptions might be a temporary phenomenon. In the long-term, people might unsubscribe to the new services as soon as the trial period ends. It also depends greatly on each household’s economic stability. According to a Kagan survey, almost 37% of households are at risk of losing jobs during the pandemic. If such a situation arises, they’ll have no choice but to cancel the subscription.