According to the Leichtman Research Group, 69% of all U.S. households have an over-the-top (OTT) subscription video on demand (SVOD) service from Netflix, Amazon Prime and/or Hulu - up from 52% in 2015.
Among those that have an SVOD service, 63% have more than one such service, up from 38% in 2015. Overall, 43% of U.S. households now have more than one SVOD service, an increase from 20% in 2015.
The findings are based on a survey of 1,153 households nationwide and are part of an LRG study, "Emerging Video Services XII," the research house's twelfth annual study on the topic.
Other findings indicate:
- 30% of adults stream an SVOD service daily, compared to 29% in 2017 and 16% in 2015.
- 52% of ages 18-34 stream an SVOD service daily, compared to 31% of ages 35-54 and 11% of ages 55+.
- 28% of respondents with Netflix agree that their subscription is shared with others outside their household, compared to 22% with Hulu and 10% with Amazon Prime.
- 53% of TV households get both a pay TV service and an SVOD service, 25% only get a pay TV service, 16% only get an SVOD service, and 6% get neither pay TV nor SVOD.
- 46% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders) daily, up from 41% in 2016 and 27% in 2013.
"More than two-thirds of all U.S. households now have at least one SVOD service, including those sharing services with others outside their household. In addition, an increasing percentage of households now get multiple SVOD services," said Bruce Leichtman, president and principal analyst for LRG. "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."