SVOD Multi-Homing Users in Six Countries: Analyzing Legacy Media Usage, Demographics, Lifestyle, Expectations, and Usage Habits

Abstract

Subscription to multiple subscription video-on-demand (SVOD) services, known as multi-homing, is increasingly prevalent. This research explores the relationship between multi-homing and traditional media consumption and identifies the key factors that predict multi-homing tendencies among SVOD users. We analyzed data from 2019 to 2021 across the U.S., Canada, China, Japan, Germany, and France to investigate the impact of SVOD usage on legacy media viewing time, and then explored the predictors of multi-homing behaviors. Our findings indicate that multi-homing users are more inclined to consume content on legacy media platforms, such as terrestrial or cable television, compared with single-homing users. Critical differentiators between multi-homing and single-homing users include demographic profiles, lifestyle preferences, content expectations, and usage habits, particularly in terms of account sharing and primary devices for content consumption. These results are crucial for both SVOD and traditional media providers, as they offer strategic guidance for companies to effectively operate in various international markets. Such a comprehensive analysis of multi-homing behavior also offers a new perspective on the dynamics of global media consumption.