SVOD Penetration Said to Near Two-Thirds of US Households

August 1, 2017

Some 64% of US households now have a subscription video-on-demand (SVOD) service from Netflix, Amazon Prime and/or Hulu, up from 59% last year and 47% in 2014. That’s according to recent data from Leichtman Research Group (LRG), which also finds streaming services growing in popularity with pay-TV subscribers.

Overall, 62% of pay-TV subscribers surveyed have an SVOD service, up from 57% last year. Non-subscribers with a TV are more likely to have an SVOD service, but their growth has been more modest on a year-to-year basis (72%, up from 70%).

As also found in studies by 451 Research and by Ampere Analysis, people are becoming more likely to subscribe to multiple streaming services. For its part, LRG found that among US households with an SVOD service, a majority (51%) now have multiple services, up from 35% in 2014.

Netflix, of course, remains the most popular streaming service, used by 83% of those with SVOD. The service, which recently surpassed 50 million paying subscribers in the US, is also watched more than YouTube, Amazon Prime and Hulu, combined.

Other results from LRG’s annual study show continued trends in the SVOD space, as highlighted below.

  • Daily viewing is increasing. Some 29% of US adults watch streaming video from an SVOD service on a daily basis, up from 16% just a couple of years ago.
  • Youth are the heaviest viewers. SVOD continues to be most popular with younger audiences, as a majority (51%) of 18-34-year-olds watch an SVOD service on a daily basis, up from one-third in 2015.
  • Non-TV devices grow in popularity. More than 4 in 10 adults surveyed (43%) now watch video on non-TV devices such as computers, smartphones and tablets on a daily basis, more than double the proportion (18%) from 5 years ago.

About the Data: LRG describes its methodology as follows:

  • Emerging Video Services XI is based on a survey of 1,207 adults age 18+ throughout the continental US. The random sample of respondents was distributed and weighted to best reflect the demographic and geographic make-up of the US. The telephone survey (including landline and cell phone calls) was conducted in May-June 2017. The overall sample has a statistical margin of error of +/- 2.8%.”

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