New research from Tubi’s audience report The Stream
shows not only an increase in total streaming time, but a trend toward finding
less expensive ways to watch content after cutting the cord.
70% of those who participated in the survey report watching
more TV now than in March 2020, the start of the pandemic. The upward trend of
time spent watching TV was reflected in Tubi’s own data, with time spent
streaming on the free service up 54% year over year to 798 million hours in Q1
“Movies and TV shows served as a much-needed escape and form
of entertainment over this past year,” said Natalie Bastian, Vice President,
Marketing at Tubi. “As many viewers turned to streaming, Tubi experienced
exponential growth over the last year with no signs of slowing down—we saw 2.5
billion hours streamed in 2020 alone and we’re continuing to shatter records in
49% of those who were surveyed said they’ve been looking for
ways to save money on streaming in 2021. Nearly a third (32%) of people in the
study plan on canceling a subscription streaming service (SVOD) they currently
use, with one in three (33%) citing cost as their reason to cancel a
Half of those who responded said they’ve started using free
streaming services in the past year. 29% of that group listed cutting costs as
their motivation and 39% said they subscribed to free services to supplement
their subscription services.
“Tubi’s median viewer age is 20 years younger than that of
linear TV and 39% of our audience identify as multicultural,” noted Bastian.
“We’re speaking directly to this demographic in the coming year with a larger
library that will soon feature original content, sports programming and an
expanded news offering, particularly as viewers look to scale back their
subscription costs without sacrificing quality content at their fingertips.”
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Source: Cord Cutters News