It’s that time of year again. After crunching another boatload of data, today Sandvine has released our 1H 2014 Global Internet Phenomena Report.
Since the inception of this report, Sandvine has reported on median and mean usage as a way to provide insight on the usage habits of subscribers. For this report however we wanted to dig deeper to better understand the impact that heavy users of Real-Time Entertainment have on networks.
We examined several US networks and by examining both total overall, and total streaming usage we were able to assign three types of personas to subscribers.
1) Cord Cutters – These users are in the top 15th-percentile of streaming audio and video usage. While we are unable to resolve if these subscribers have “cut the cord”, their usage profile indicates that they are likely using streaming as a primary form of entertainment.
2) Typical Subscribers – The 15th-85th-percentile of subscribers who are likely streaming on a regular basis, but total volume is significantly lower than the subscribers with the “cord cutter” behavior.
3) Non-Streamers – The bottom 15th-percentile of streamers who stream less than 100MB of audio or video each month.
|“Cord Cutter”||Typical Subscriber||
|Mean Monthly Usage||213 GB||29 GB||4.5 GB|
|Mean Real-Time Entertainment Usage||153 GB||13 GB||40 MB|
|Average Hours of Streaming||100||9||>1|
|Share of Total Traffic||53.9%||45.7%||0.5%|
The above table attempts to show just how drastic the usage patterns between the different types of subscribers are. Subscribers with “cord cutter” behavior consume 11-times as much streaming content, and over seven-times as much total data as a typical subscriber.
Note: After a few questions on the subject I should make it clear that the 212 GB average monthly usage of the top 15% of streaming users does not mean that 15%users are consuming over 200GB each month. That figure is used to demonstrate how much more heavy streamers consume when compared to other users. The actual percentage of subscribers exceeding 200GB would be far lower than 15%.
If converting that usage to actual hours of video, and assuming approximately 1.5GB of data for each hour viewed (Using Netflix’s usage levels and assuming relatively equal HD and SD viewing), subscribers with “cord cutting behavior” could be consuming on average roughly 100 hours of video each month. That may seem like a shockingly high number to some, but in home with multiple individuals, and multiple screens, it is a number that is quite easily achievable.
The most striking fact of all may be the revelation that the top 15th%-percentile of video users actually consume the majority of monthly network traffic, and that the bottom 15th%-percentile of users consume only 0.5%.
Cordcutters aren’t the only area of focus for this report. We once again dig into the latest facts, fads, and future trends to reveal what is happening on fixed and mobile networks around the world. To learn more about what is happening on networks near you, download our latest report today.