Some 69% of all US households now take at least one subscription video-on-demand (SVOD) service from Netflix, Amazon Prime or Hulu, up from 52% in 2015, according to Leichtman Research Group (LRG).
The report claims that 63% of US SVOD homes now takes more than one of these subscription services, up from 38% in 2015. This means that 43% of all US households have more than one SVOD service, up from 20% in 2015.
“More than two-thirds of all US households now have at least one SVOD service, including those sharing services with others outside their household,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group.
“In addition, an increasing percentage of households now get multiple SVOD services. Overall, 43% of households now have more than one SVOD service, and 33% of all adults use more than one SVOD service monthly, an increase from 15% in 2015.”
The study also found that 52% of people aged 18-34 stream SVOD content daily, compared to 31% of people aged 35-54 and 11% of those aged 55 and over.
Netflix was the most-shared SVOD service with 28% of US Netflix users admitting that they share their subscription with others outside their household, compared to 22% among Hulu users, and 10% for people with Amazon Prime.
Elsewhere, LRG said that 53% of TV households get both a pay TV service and an SVOD service; 25% only subscribe to a pay TV service; 16% only get an SVOD service; and 6% pay for neither pay TV nor SVOD.
The findings are based on a survey of 1,153 US households and are part of a new LRG study, Emerging Video Services XII – its twelfth annual study on this topic.