According to the recent research by Nielsen, SVOD is most used by single independents (78%) and the numbers are lowest for people starting a family. Around 66% between the ages of 18-24 use SVOD services. Single millennials living alone aged around 27 years are most likely to have SVOD services like Hulu, Netflix, or Apple TV, Chromecast, Roku, etc. Also usage is more in urban areas because of the lack of connectivity availability in rural areas.
Usage of traditional sources, like Pay-TV is more with those having/starting a family. The younger group spends least time on live TV, but maximum time on connected devices.
Source: IPTV news