Our new On-Demand Services trend launches this week, examining the popularity and reach of some of the world’s most dominant content providers.

Globally, 1 in 5 internet users accessed Netflix last month – twice the number who are using Amazon Prime Video or Spotify. But these figures can rise much higher in certain countries; in the US, for example, 46% say they use Netflix each month. In the UK, meanwhile, local platforms are wildly popular – with a mighty 44% accessing iPlayer each month and a fifth watching iTV player or 4oD.

Video-on-demand is still somewhat wedded to PCs and laptops, with only a quarter watching TVoD on a mobile and 15% watching on a tablet. But Smart TVs have the potential to make a big impact, here. Currently, a third of internet users own a Smart TV but only a fifth are using one to get online each month. As Smart TV owners become more accustomed to using their TVs to their full potential, video on-demand will find a natural home on these devices.

For more on the demographics and key markets of On-Demand services, as well as the challenges posed by ad-blockers and VPN usage, download our Report here.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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