According to the Leichtman Research Group, 59% of all U.S. households have an OTT subscription video on demand (SVOD) service from Netflix (NASDAQ:NFLX), Amazon Prime (NASDAQ:AMZN), and/or Hulu - up from 47% in 2014.
SVOD services are particularly popular among consumers who do not subscribe to a pay TV service. Some 70% of all non-subscribers with a TV have an SVOD service (including 82% with a broadband Internet service at home), compared to 57% of pay TV subscribers.
The findings are based on a survey of 1,209 households nationwide and are part of LRG's tenth annual study on the topic. Other findings indicate:
- Among those who have an SVOD service, 47% have more than one service.
- 19% with Netflix agree that their Netflix subscription is shared with others outside their household.
- 49% of adults stream an SVOD service at least monthly, up from 41% in 2014.
- 73% of ages 18-34 stream an SVOD service monthly, compared to 53% of ages 35-54 and 24% of ages 55+.
- On a daily basis, 41% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 62% weekly - up from 27% daily and 53% weekly three years ago.
"SVOD services are in the majority of U.S. households and, along with video to non-TV devices, have become core components in allowing pay TV non-subscribers to cobble together a variety of viewing options," said Bruce Leichtman, president and principal analyst for LRG. "On a daily basis, 49% of all non-subscribers with a TV stream an SVOD service, compared to 19% of pay TV subscribers."