New consumer research from Leichtman Research Group finds that 83% of all U.S. households have a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu – compared to 83% in 2022, 78% in 2020, 69% in 2018, and 52% in 2015.
Twelve additional streaming video services account for an incremental 5% of all households with at least one SVOD or Direct-to-consumer (DTC) service beyond the top three. This brings the total to 88% of all households with an SVOD/DTC service – compared to 82% in 2020. And, 53% of all households
have four or more SVOD/DTC services –compared to 33% in 2020.
These findings are based on a survey of 2,101 households nationwide and are part of a new LRG study, Emerging Video Services 2023. This is LRG’s seventeenth annual study on this topic.
Other related findings include:
- The mean number of SVOD/DTCservices in all households is 4.1 – compared to 2.9 in 2020
- The mean number of SVOD/DTC services among ages 18-44 is 5.1 – compared to 3.7 among ages 45-64, and 2.2 among ages 65+
- 42% of all adults stream a top SVOD service daily – compared to 41% in 2021, 30% in 2018, and 16% in 2015
- Ages 18-44 account for 59% of adults using SVOD daily
- 57% of adults watch video on non-TV devices (including mobile phones, home computers, tablets, and eReaders) daily – compared to 54% in 2021, 46% in 2018, and 33% in 2015
- 81% of ages 18-34 watch video on non-TV devices daily – compared to 62% of ages 35-54, and 32% of ages 55+
Of the fifteen SVOD/DTC services in this survey, the three top SVOD services now account for 43% of all streaming services in consumers’ homes, compared to 56% in 2020.
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