Three-quarters of US households take up SVOD service
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Joseph O'Halloran
| 28 August 2019

Revealing the soaring popularity of the platform in the country, 74% of all US households have at least one subscription video-on-demand (SVOD) service — up from 64% in 2017 and 52% in 2015 — says a study from Leichtman Research Group (LRG).

The Emerging Video Services 2019 study was based on a survey of 1,116 US households and also found that among those that have an SVOD service, 69% have more than one of these services. This is up from 51% in 2017 and 38% in 2015. Overall, 51% of US households now have more than one SVOD service, an increase from 33% in 2017, and 20% in 2015.

The survey also indicated that SVOD ownership was very active. Almost two-thirds (64%) of all adults stream an SVOD service at least monthly, and 41% stream more than one SVOD service at least monthly. A third of US adults were found to have streamed an SVOD service daily, compared with 29% in 2017 and 16% in 2015.

Looking at age demographics, LRG found that just more than half of those aged 18-34 stream an SVOD service daily, compared with 34% of ages 35-54 and 15% of those over 55. Just over a quarter (27%) with Netflix agree that their subscription is shared with others outside their household. This is 19% with Hulu and 10% with Amazon Prime. Just over half (51%) of adults were found to have watched video on non-TV devices including mobile phones, home computers, tablets, and eReaders on a daily basis. This figure was 43% in 2017, and 31% in 2014.

“Nearly three-quarters of all U.S. households have at least one SVOD service, and one-third of all adults stream an SVOD service daily, including half of all ages 18-34,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group commenting on the report.

“With over half of all households now getting multiple SVOD services, and new streaming services on the way, it is inevitable that the number of households having and using multiple services will continue to grow. However, with expanded options, consumers will increasingly decide which streaming services they pay for directly, and which they share with others.”