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NPD: Young women most likely to pay for online TV


Women and men are proportionally represented when it comes to watching streamed free TV, but a couple of other notable trends emerge from new research conducted by the NPD Group.

Females age 13 and older accounted for 53 percent of all programs streamed from Hulu.com, TV networks’ own sites, and other free sources.

Paying for online TV remains skewed toward males, however. Women account for slightly over a third (35 percent) of individual TV episodes people paid to watch on iTunes, Vudu and similar sell-through services, and 44 percent of subscription television from services like Netflix and Hulu Plus.

Taking a closer look reveals that younger viewers are leading the way. A fifth of all free TV streams are watched by females between the ages of 13 and 24. Furthermore, they’re not choosing the same shows other demographics want to watch.

Half of this group’s top ten titles do not rank in the overall top ten, and those five shows account for 70 percent of what they watch: Vampire Diaries, New Girl, Secret Life of An American Teenager, Jane by Design and Switched at Birth.

Russ Crupnick, senior vice president of industry analysis at NPD, said this is partially because these young women want to watch shows that others in the household may not like. That likely influences the fact that 90 percent of these females said they watch streamed programs on their computers, compared to 3 percent on tablets, 4 percent on smartphones, and 10 percent on television.

They’re more likely to pay for their choice of programming, too. Crupnick said women 13 to 24 were twice as likely as average to also purchase movies and TV shows using electronic sell-through. “These findings highlight the fact that young women represent a valuable target for distributors who are looking to energize advertising-supported programming or digital ownership,” he said.

Related links:

NPD – http://www.npd.com

NPD – press release