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US Content Consumption: TV and Movies market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Content Consumption: TV and Movies market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report covers the consumption of TV and movies:

  • Cable/satellite television: traditional TV subscriptions that involve signing up with a provider and then having access to a multitude of channels with ongoing content (eg Rogers, Bell, Shaw).
  • Streaming television: online video on demand TV that allows consumers to access a library of content that they can select at their own convenience and play directly through their TV set or through computers/mobile devices (eg Netflix, CraveTV).

What you need to know

With the growing importance of the internet in regards to content consumption, the landscape for TV shows and movies has shifted. Traditional ways of accessing content, such as cable/satellite subscriptions and movie theatres, are now threatened by the lowpriced convenience that is offered by online, in-home competitors. The result is a market that is not only different than what it was a decade ago, but one that continues to change every day.

The primary focus of this Report will be to gain a better understanding of how people consume content in the form of both TV shows and movies. Specifically, it will delve into the differences between cable/satellite and streaming TV, as well as in-home movies vs seeing films in theatres. Its findings are based on the results of Mintel’s exclusive research and will help shed light on a fast-moving industry from the perspective of consumers.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Technology and Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With the growing importance of the internet in regards to content consumption, the landscape for TV shows and movies has shifted. Traditional ways of accessing content, such as cable/satellite subscriptions and movie theatres, are now threatened by the low-priced convenience that is offered by online, in-home competitors. The result is a market that is not only different than what it was a decade ago, but one that continues to change every day. Scott Stewart
Senior Technology and Media Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Streaming TV subscriptions have caught up to cable/satellite TV
            • Figure 1: TV service used in household, June 2018
          • Price is a bigger concern for cable/satellite than streaming TV
            • Figure 2: Satisfaction with TV service pricing, June 2018
          • Consumers are waiting for the movies they really want to see
            • Figure 3: “Only visit theatres for films I’ve been really wanting to see”, by age and income, June 2018
          • The opportunities
            • Preferences for TV channels differ based on demographics
              • Figure 4: Favourite channel types, by age, June 2018
            • Word of mouth is king when it comes to trying new shows and movies
              • Figure 5: Contributors to trying new TV shows and movies, June 2018
            • Consumers are evolving the way they watch TV
              • Figure 6: Rarely watch live TV, by age, June 2018
              • Figure 7: Watch TV/movies on devices other than a TV, by age, June 2018
            • What it means
            • The Market – What You Need to Know

              • Government establishes mandatory basic cable/satellite packages
                • Movie theatre ticket sales have been on the decline
                  • Introduction of 4K TVs is having a domino effect
                    • Streaming and sharing are becoming common throughout the market
                      • US net neutrality may impact the Canadian market
                      • Market Factors

                        • Government establishes mandatory basic cable/satellite packages
                          • Movie theatre ticket sales have been on the decline
                            • Figure 8: Domestic movie ticket sales, as of July 20, 2018
                          • Introduction of 4K TVs is having a domino effect
                            • Streaming and sharing are becoming common throughout the market
                              • US net neutrality may impact the Canadian market
                              • Key Players – What You Need to Know

                                • Bell and Rogers are using sports teams to add value to cable
                                  • Most channels have made streaming options available
                                    • Not all streaming services have been successful
                                      • Threat of illegal downloading and streaming
                                        • Cineplex is upscaling the movie theatre experience
                                          • International markets are a growing factor for movie studios
                                          • What’s Working?

                                            • Bell and Rogers are using sports teams to add value to cable
                                              • Most channels have made streaming options available
                                                • Figure 9: Current video streaming services, June 2017
                                            • Challenges

                                              • Not all streaming services have been successful
                                                • Threat of illegal downloading and streaming
                                                • What’s Next?

                                                  • Cineplex is upscaling the movie theatre experience
                                                    • International markets are a growing factor for movie studios
                                                    • The Consumer – What You Need to Know

                                                      • Cable/satellite vs streaming TV
                                                        • TV channel preferences
                                                          • Value and affordability of TV subscriptions
                                                            • Motivators for trying new TV shows and movies
                                                              • Using big event films to drive the movie industry
                                                                • The evolution of how we watch TV
                                                                • Cable/Satellite vs Streaming TV

                                                                  • Streaming TV usage matches cable/satellite levels
                                                                    • Figure 10: TV service used in household, June 2018
                                                                    • Figure 11: TV service used in household, by age, June 2018
                                                                    • Figure 12: TV service used in household, by income, June 2018
                                                                  • Netflix is the market leader when it comes to streaming
                                                                    • Figure 13: Streaming TV service used in household, June 2018
                                                                • TV Channel Preferences

                                                                  • Preferences for channels differs among age groups
                                                                    • Figure 14: Favourite channel types, June 2018
                                                                    • Figure 15: Favourite channel types, by age, June 2018
                                                                  • Sports channels have a very specific audience
                                                                    • Figure 16: Importance of sports channels, by age and gender, June 2018
                                                                    • Figure 17: Connor McDavid surprises GamePlus 100 Years 100 Fans winners, December 2017
                                                                  • What the non-sports fan in the house is watching
                                                                    • Figure 18: Favourite channel types, by age, June 2018
                                                                • Value and Affordability of TV Subscriptions

                                                                  • Pricing is a challenge for cable/satellite TV
                                                                    • Figure 19: Reasons for not subscribing to cable/satellite TV, June 2018
                                                                    • Figure 20: Reasons for not subscribing to cable/satellite TV, by household income, June 2018
                                                                  • Price is a bigger concern for cable/satellite than streaming TV
                                                                    • Figure 21: Satisfaction with TV service pricing, June 2018
                                                                    • Figure 22: Satisfaction with TV service pricing, by household income, June 2018
                                                                  • Content is not the issue for cable/satellite TV
                                                                  • Motivators for Trying New TV Shows and Movies

                                                                    • Word of mouth is king when it comes to trying new shows and movies
                                                                      • Figure 23: Contributors to trying new TV shows and movies, June 2018
                                                                      • Figure 24: Motivated by in-person recommendations, by age, June 2018
                                                                      • Figure 25: Contributors to trying new TV shows and movies, June 2018
                                                                      • Figure 26: Contributors to trying new TV shows and movies, by kids in household, June 2018
                                                                      • Figure 27: Motivated by ads on TV, by age, June 2018
                                                                      • Figure 28: Contributors to trying new TV shows and movies, by gender, June 2018
                                                                      • Figure 29: Domestic ticket sales by installment of franchise, July 2018
                                                                    • Review sites are the only clear difference between TV shows and movies
                                                                      • Figure 30: Contributors to trying new TV shows and movies, by type of content, June 2018
                                                                  • Movie Industry Drivers

                                                                    • Consumers are waiting for the movies they really want to see
                                                                      • Figure 31: “Only visit theatres for films I’ve been really wanting to see”, by age and income, June 2018
                                                                      • Figure 32: Some movies need to be seen in theatres, by income, June 2018
                                                                    • Theatres may have to get creative to drive revenues
                                                                      • Figure 33: Go to theatre less often now that streaming is available, by age, June 2018
                                                                      • Figure 34: Go to theatre less often now that streaming is available, by financial situation, June 2018
                                                                      • Figure 35: Willingness to pay more for upscale movie theatre, by age and gender, June 2018
                                                                  • The Evolution of How We Watch TV

                                                                    • Consumers now watch what they want, when they want
                                                                      • Figure 36: Binge-watching TV, by age, June 2018
                                                                      • Figure 37: Binge-watching TV, by kids in household, June 2018
                                                                      • Figure 38: Rarely watch live TV, by age, June 2018
                                                                      • Figure 39: Rarely watch live TV, by region, June 2018
                                                                    • Consumers now watch what they want, where they want
                                                                      • Figure 40: Watch TV/movies on devices other than a TV, by age, June 2018
                                                                      • Figure 41: iPad Pro – What’s a computer? – Apple, November 2017
                                                                      • Figure 42: Bell Fibe TV commercial – Watch TV Anywhere, October 2017
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Consumer qualitative research
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms