The subscription video-on-demand juggernaut rolls on in the US with research showing that a full 69% of all US households have an SVOD service from Netflix, Amazon Prime, and/or Hulu – up from 52% in 2015.
The study from Leichtman Research Group (LRG) also found that among those that have an SVOD service, 63% have more than one of these services – up from 38% in 2015. Overall, 43% of US households now have more than one SVOD service, an increase from 20% in 2015.
The study, Emerging Video Services XII, also found that 30% of adults stream an SVOD service daily – compared to 29% in 2017, and 16% in 2015. Looking at age groups, 52% of ages 18-34 stream an SVOD service daily – compared to 31% of ages 35-54,and 11% of ages 55+.
In terms of multiple subscriptions, about half (53%) of TV households get both a pay-TV service and an SVOD service, 25% only get a pay-TV service, 16% only get an SVOD service, and 6% get neither pay-TV nor SVOD
Also, 28% with Netflix agree that their subscription is shared with others outside their household – compared to 22% with Hulu and 10% with Amazon Prime; and, 46% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders) daily – up from 41% in 2016, and 27% in 2013
“More than two-thirds of all US households now have at least one SVOD service, including those sharing services with others outside their household,” said said Bruce Leichtman, president and principal analyst for LRG. “In addition, an increasing percentage of households now get multiple SVOD services. Overall, 43% of households now have more than one SVOD service, and 33% of all adults use more than one SVOD service monthly, an increase from 15% in 2015.”
The study, Emerging Video Services XII, also found that 30% of adults stream an SVOD service daily – compared to 29% in 2017, and 16% in 2015. Looking at age groups, 52% of ages 18-34 stream an SVOD service daily – compared to 31% of ages 35-54,and 11% of ages 55+.
In terms of multiple subscriptions, about half (53%) of TV households get both a pay-TV service and an SVOD service, 25% only get a pay-TV service, 16% only get an SVOD service, and 6% get neither pay-TV nor SVOD
Also, 28% with Netflix agree that their subscription is shared with others outside their household – compared to 22% with Hulu and 10% with Amazon Prime; and, 46% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders) daily – up from 41% in 2016, and 27% in 2013
“More than two-thirds of all US households now have at least one SVOD service, including those sharing services with others outside their household,” said said Bruce Leichtman, president and principal analyst for LRG. “In addition, an increasing percentage of households now get multiple SVOD services. Overall, 43% of households now have more than one SVOD service, and 33% of all adults use more than one SVOD service monthly, an increase from 15% in 2015.”
