According to a recent study by Leichtman Research Group (LRG), 83% of American households have a subscription to a streaming service from Netflix, Amazon Prime Video and Hulu. This figure was 78% in 2020, and 64% in 2017, showing a steady growth in the popularity of streaming.
USA SVOD market, the numbers
All in all, 64% of American households subscribe to more than one SVOD service, compared to 55% in 2020, and 33% in 2017. On average, each household subscribes to 3.6 services , up from 2.9 in 2020. 43% of American adults use their service daily, up from 40% in 2020, and 29% in 2017. No doubt these trends will continue to rise in the years to come.
The floor to Bruce Leichtman, President and Principal Analyst of LRG
Another underlying trend is that younger people are more likely to watch videos on devices other than a television. Among 18-34 year olds, 83% watch videos daily on one of these devices, compared to 64% of 35-54 year olds and 35% of people aged 55 and over.
“Almost 60% (Editor’s note: see visual above) above) of adults are now watching video on a device other than the TV on a daily basis, notes Bruce Leichtman, president and principal analyst at LRG. This includes half of all adults who watch videos on a mobile phone every day, up from a third of adults five years ago. Although devices other than the TV offer the ability to watch videos anywhere, the most common place to watch videos on them is still at home. 82% of those who watch videos on a mobile phone and 85% of those who watch videos on a tablet or e-reader do so at home”.