By: Dan Robbins
Head of Ad & Programming Research, Roku
As TV consumption continues to shift toward video streamed over-the-top (OTT), a variety of internet content platforms and delivery technologies have emerged to satisfy new viewing needs. However, not all OTT viewers are created equal, nor are all OTT content platforms. How do they differ? And how can advertisers ensure that they are reaching a receptive audience?
To help answer these questions and connect directly with OTT viewers, we partnered with Dynata to launch an online survey among 1,400 Smart TV users in the US. Leveraging Dynata’s first-party, permissioned data we analyzed video streaming, device ownership, and usage trends of Roku, Amazon, Apple, Google, and other Smart TV users.
It has been established that there are four types of OTT viewers:
Not surprisingly, our study found that Cord Shavers used an average of three different OTT streaming devices (including Smart TVs), while Cord Cutters only used two on average. Shavers haven’t committed to cord-cutting; therefore, they may be less committed to any one pathway of doing so. Their viewing habits and loyalties remain up for grabs.
Since some streamers try multiple services and content platforms in search of the right mix, the competition for eyeballs can be intense. Here, too, not all OTT platforms are the same. For instance, streamers who use Roku most often have the same average number of devices as Cord Cutters. And Roku-only users are significantly more likely (28%) to consider the advertising they experience to be relevant and personalized, than single-device users of Amazon Fire (10%), Apple TV (12%), and Chromecast (16%).
As cord-cutting accelerates, it’s increasingly important to recognize and understand emerging nuances within the overall trend. Not all Cord Cutters are the same: established Cord Cutters are more loyal to their streaming devices than consumers still testing the waters. And as previously mentioned, not all platforms are the same. Brands who reach consumers where they are most engaged and receptive to messaging are most likely to succeed.
Methodology: Findings based on an online survey of 1,400 Dynata panelists in the U.S., screened for video streaming device ownership and usage, Dec. 2018.