Source: Parks Associates
Notes: Almost two-thirds (64%) of US broadband households subscribe to an OTT service, reports Parks Associates. Netflix easily leads the pack, reaching 52% of US broadband households at the end of 2015, compared to 24% for Amazon Prime Video, 14% for Hulu, and 5% in the aggregate for all other services. In terms of churn, just 5% of US broadband households reported having canceled Netflix in the prior 12 months. An equal share reported having canceled Amazon’s video service.
However, with Netflix use being much broader than Amazon Prime Video, the churn rate was effectively less than 1 in 10 of those who claim to be current Netflix subscribers, as opposed to almost 1 in 5 for those reporting being Amazon Prime Video subscribers.
Meanwhile, 7% of broadband households said they had canceled a Hulu subscription in the prior 12 months, while 3% had canceled one of the services other than the top 3.
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