4 in 5 TV Households Now Using At Least One On-Demand Service

February 11, 2016

This article is included in these additional categories:

Boomers & Older | Household Income | Television | TV Audiences & Consumption | Video | Youth & Gen X

LRG-On-Demand-Services-in-TV-Households-2013-v-2015-Feb2016Some 81% of US households with a TV set have a DVR, get Netflix or use video on-demand (VOD) from a provider, according to the latest annual study of on-demand usage by the Leichtman Research Group (LRG). That represents an increase from 76% of households last year and 70% the year prior.

This year, 30% of households reported using two of the services (up from 26% last year and 23% the year before) and 13% said they use all three (up from 11% the prior 2 years).

The study demonstrates the continuing adoption of subscription video on-demand (SVOD) services, noting that 57% of adults now subscribe to such a service from Netflix, Amazon Prime, and/or Hulu. Overall, almost half – 48% – of adults stream at least one of those services on at least a monthly basis. Not surprisingly, that figure is highest among youth, led by 18-24-year-olds (77%). Still, more than 6 in 10 adults aged 25-44 stream an SVOD monthly, as do half of adults aged 45-54 and almost one-quarter (23%) of those aged 55 and older.

A separate report from Nielsen [download page] indicates that as of November 2015, 48% of households have access to Netflix, Amazon Prime or Hulu Plus. SVOD penetration is highest in Washington, DC (59%), per the report, followed by Seattle (58%) and Portland (57%). Netflix remains the SVOD leader with 44% of homes having access, followed by Amazon Prime (19%) and Hulu Plus (10%).

In other results from the LRG report:

  • 37% of adults reported streaming Netflix weekly, almost 5 times as many (8%) as in 2010;
  • The vast majority (83%) of Netflix streaming users view the service on a TV set;
  • DVR access remains much more widespread among higher-income (>$75k) than lower-income (<$30k) households, at 65% and 35%, respectively; and
  • About half – 51% – of cable subscribers used VOD in the past month.

About the Data: The LRG results are based on a survey of 1,214 adults ages 18+ from throughout the continental US in households with a TV set. 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 December 2015. The overall sample has a statistical margin of error of +/- 2.8%.

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