In the United States, 78% of all households have a subscription video on-demand service from Netflix, Amazon Prime Video and/or Hulu, according to new consumer research from Leichtman Research Group. The figure remains exactly the same as in 2020, while in 2019 it was 74% and, in 2016, it was 59%.
Among those that have any of these three SVOD services, 74% have more than one – compared to 70% in 2020, 69% in 2019 and 47% in 2016. Overall, 58% of US households now have more than one of these SVOD platforms – compared to 55% in 2020, 51% in 2019, and 28% in 2016.
The report also found out that 41% of all adults stream a top SVOD service daily – compared to 40% in 2020, 33% in 2019, and 24% in 2016. At the same time, ages 18-34 account for 41% of adults using SVOD daily, and ages 18-44 account for 67% of adults using SVOD daily.
Including eleven additional streaming video services, 82% of all households have at least one SVOD or DTC service, and 53% have three or more services. The mean number of SVOD/DTC services among all households is 3.1 – compared to 2.9 in 2020.
Furthermore, the report says that 54% of adults watch video on non-TV devices (including mobile phones, home computers, tablets, and eReaders) daily – compared to 55% in 2020, 51% in 2019, and 41% in 2016. Moreover, 81% of ages 18-34 watch video on non-TV devices daily – compared to 59% of ages 35-54, and 25% of ages 55+.
“The percent of households with a top SVOD service held steady in 2021, and those using any of these services daily also levelled off after being pulled forward last year due to the coronavirus pandemic. While the breadth of households with a major SVOD service is similar to last year, those with multiple top SVOD services continued to expand. And, including eleven additional streaming video services, 27% of households now report having five or more SVOD or DTC services,” said Bruce Leichtman, President and Principal Analyst for Leichtman Research Group, Inc.
These findings are based on a survey of 2.000 households nationwide and are part of a new LRG study, “Emerging Video Services 2021,” which is LRG’s fifteenth annual study on this topic.
● GROSS SVOD SUBSCRIPTIONS TO REACH 450 MILLION IN 2026
Gross SVOD subscriptions - for movies, linear channels and TV episodes - excluding other platforms such as sports - in the United States will climb by 33% from 338 million at end-2021 to 450 million in 2026, according to another report from Digital TV Research.
About 87% of TV households (106 million) will subscribe to at least one SVOD platform by 2026. This compares to 82% of TV households (99 million) subscribing to at least one SVOD platform by end-2021.
Furthermore, the average SVOD household will pay for 4.26 SVOD platforms by 2026, while the average SVOD subscriber will pay for 3.42 SVOD platforms at end-2021. Therefore, the average SVOD home will add nearly one paid-for subscription between 2021 and 2026.
“We have substantially revised our forecasts to reflect recent market developments. For instance, we have markedly increased our subscriber numbers for Amazon Prime Video, HBO Max and the ‘others’ category,” said Simon Murray, Principal Analyst at Digital TV Research.
While the breadth of households with a major SVOD service is similar to last year, those with multiple top SVOD services continued to expand” Bruce Leichtman President and Principal Analyst for Leichtman Research Group, Inc.