Many people say they're willing to try free streaming-TV services but newcomers like Pluto TV still have work to do to get their attention

NBC

NBC's "This Is Us."

• People are filling their stay-at-home days with more TV.
• 61% of people in a March survey by Kagan, the media research arm of S&P Global Market Intelligence, said they were watching more video as a direct result of the coronavirus outbreak.
• Free ad-supported streaming services like Pluto TV and Xumo have been fast-tracking channel launches and promoting more news and educational to attract those audiences, as Business Insider previously reported.
• Yet, the Kagan survey suggested streaming-TV services like Pluto TV still have a long way to go to make themselves daily habits.
• Survey respondents were most likely to use brands they knew, including YouTube and network-TV websites.
• Visit Business Insider's homepage for more stories.

People are filling their stay-at-home days with more TV.

61% of people in a March survey by Kagan, the media research arm of S&P Global Market Intelligence, said they were watching more video as a direct result of the coronavirus outbreak.

Free ad-supported streaming services like Pluto TV and Xumo have been fast-tracking channel launches and promoting more news and educational to attract those audiences, as Business Insider previously reported.

While free ad-supported platforms have been gaining ground with viewers for a few years now, they haven't yet become a daily habit for mainstream audiences. The recent rise in streaming viewers could be a breakthrough moment for those platforms.

TV-maker Vizio revealed on Tuesday that viewing sessions rose 59% among free ad-supported apps and streaming-TV services on its devices during the last three weeks of March.

Yet, the Kagan survey suggested platforms like Pluto TV still have a long way to go to make themselves household names.

The Kagan survey, which included 1,000 participants from March 27-29, asked people what free ad-supported platforms they currently used or planned to try because of the coronavirus.

"Considering these do not charge a monthly fee, and in context of a new recession, they could be in for an even greater surge compared to the paid services," the report said.

People were most likely to use brands they knew, including:

• YouTube - Currently used by 46% of respondents
• Network-TV websites, like abc.com or nbc.com - Currently used by 23%
• The Roku Channel - Currently used by 18%

They were most willing to try other TV network websites, followed by Crackle, The Roku Channel, and Facebook Watch:

• Network-TV website - 20% don't use but will try
• Crackle - 18% don't use but will try
• The Roku Channel - 17% don't use but will try
• Facebook Watch - 17% don't use but will try

Kagan

Among the ad-supported platforms included in the survey, excluding YouTube, at least 26% of respondents said they had no interest in trying the services, which suggests there's a segment of viewers out there that's averse to these free platform. Swaying that base could be another hurdle platforms like Pluto TV and The Roku Channel will have to overcome.

---

For more about how the coronavirus pandemic is impacting media, see our coverage on BI Prime:

• How free streaming-TV services are trying to capitalize on big viewership increases, from fast-tracking channel launches to ramping up news programming: A recent spike in streaming-video viewership, driven by people who are staying home to help slow the spread of the novel coronavirus, could take these businesses to the next level.
• A Roku exec explains a new initiative the company is rolling out to answer the 2 biggest questions it's getting from advertisers: Roku is trying to help marketers figure out where they fit into viewers' rapidly changing routines.
• The key factors analysts are watching at 5 major media companies including Disney and Fox to help determine whether their stock will keep falling or rebound: Combined, Disney, Fox, ViacomCBS, Discovery, and AMC Networks lost $92 billion in market value since the last market high on Feb. 19, largely thanks to Disney.
• Disney has closed its US parks 'until further notice' and risks losing $1.5 billion in revenue per month they are shut, analysts say: Disney is extending "until further notice" its closures of its US theme parks, Disney World and Disneyland, due to the coronavirus pandemic, the company announced on March 27.
• Analysts lay out the financial damage each of Disney's businesses could face, as it closes parks 'until further notice' and delays films: Disney is one of the media companies most exposed the impact of the coronavirus because of its large theme park and theatrical businesses.
• Why analysts say Disney and Discovery are the media giants most threatened by the coronavirus, but Comcast could fare better: Companies that generate significant shares of their revenue from theme parks, films, and advertising are most sensitive to the pandemic, and a potential economic downturn it could ignite.
• Why Netflix's business could take a hit from the coronavirus, despite reports that 'stay at home' stocks could benefit: Much of Netflix's revenue growth is international, including markets like Europe and Asia, which are especially vulnerable to the virus.

NOW WATCH: We tested a machine that brews beer at the push of a button