Pay TV-only households continue to decline on a global scale, while SVoD-only and pay-TV/SVoD combinations are increasing, according to Ampere Analysis.

Among those taking any subscription television service, a combination of pay-TV, premium channel and SVoD is the most common, followed by pay-TV and SVoD and SVoD-only.

The proportion of households combining pay-TV, premium channel and SVoD services has increased four points in the last 12 months, as has the proportion of SVoD-only households. Pay-TV-only households are down four points.

In most countries, SVoD and pay-TV is the most common service combination among internet users, although the proportions vary from 55 per cent in Turkey to 14 per cent in Japan.

The exceptions are:

• Australia – where SVoD and no pay-TV is most common
• Italy – where SVoD and no pay-TV is now more common than a combination of both services
• Japan – SVoD and no pay-TV is most common by a considerable margin

  
  Minal Modha, Consumer Research Lead at Ampere Analysis, said: “While there are markets such as Australia, Italy and Japan where SVoD-only is becoming the norm, this data reinforces pay-TV’s position in the market, and its continued importance to consumers in the viewing mix.”

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