New Rochelle, NY, June 3, 2019— What started two years ago as Horowitz’s groundbreaking segmentation of the TV viewing universe has morphed into six distinct, nuanced groups in 2019, thanks to the arrival of vMVPDs in the marketplace and the rediscovery of antennas among younger, leading-edge consumers.
In 2017, Horowitz identified three key viewing segments: 5 O’Clock Diners™, who watch only through traditional TV, Content Omnivores™, who watch both traditional and streamed content, and Content Paleos™, who watch only streamed content. The 2019 edition of State of Viewing & Streaming by Horowitz explores six segments. The segments are defined by share of viewing time across traditional (live via MVPD/antenna, DVR, and VOD) and streamed platforms, usage of antennas, and subscription to vMVPDs.
Analysis of the segments reveals important differences by types of providers/services they subscribe to; importance of specific content and features; content/genre preferences; demographics; and more.
- 5 O’Clock Diners™ (35% of TV content viewers):
- Watch TV content using only traditional sources (traditional live TV from MVPD/antenna, On Demand, DVR, and DVDs);
- Heavy live viewers;
- Almost all (91%) subscribe to a traditional MVPD and are much less likely to subscribe to over-the-top (OTT) services;
- Older, less likely to have children in the home, and have a lower average income.
- Mega Omnivores™ (15% of TV content viewers):
- Are the hungriest for content and keep up with their content needs through a bevy of platforms, devices, and methods (live, DVR, on demand, streaming, and live streaming);
- Although they watch TV traditionally and streamed, they lean toward streaming (54% of their weekly viewing time);
- Watch content through a traditional MVPD (traditional cable, satellite, or telco service) and subscribe to a vMVPD;
- Are younger, skew male, have children in the home, and have a higher average income compared to Omnivores.
- Omnivores™ (30% of TV content viewers):
- Watch TV using both traditional and streamed sources, but are lighter streamers than Mega Omnivores (39% of their weekly viewing with streamed content and 44% with MVPD or antenna-delivered live TV);
- Subscribe to an MVPD but not to a vMVPD.
- Flexitarian Lites™ (6% of TV content viewers):
- Stream most of their content; have an antenna to watch live TV;
- 9% subscribe to a traditional MVPD (but do not report watching it in a typical week);
- Less likely to have children in the home and have a lower average income compared to Flexitarians.
- Flexitarians™ (3% of TV content viewers):
- Stream all their content;
- All subscribe to a vMVPD and half also still have an MVPD (but do not report watching live, DVR, or VOD content from their MVPD in a typical week);
- Younger, more likely to have children in the home, and are more likely to be multicultural compared to their Flexitarian Lite counterparts.
- Content Paleos™ (12% of TV content viewers):
- Stream all their content, but do not subscribe to a vMVPD;
- 32% subscribe to a traditional MVPD, but do not report watching live, DVR, or VOD content via their MVPD in a typical week.