June 3, 2020
As expected, the number of over-the-top video services in domestic homes increased 27% in the first quarter (ended March 31) according to new data from Ampere Analysis. The London-based research firm said U.S. streaming households subscribed to 3.3 services in the period, compared with 2.6 services in the previous-year period.
The report said domestic streaming households are paying on average $34 monthly to stream video, compared with $30 monthly in the previous-year period.
“The increase is driven primarily by the launch of Disney+ in November, with some additional growth from Apple TV+,” analyst Toby Holleran said in a statement. “The [$9.99] Disney+, Hulu and ESPN+ bundle has also proven successful; we expect around 10% to 15% of Hulu subscribers to be taking the three-service bundle.”
Holleran expects the average to increase to four households with the arrival of HBO Max and Quibi.
“With many [AT&T, HBO Now] consumers already being converted [to Max] and the 90-day free Quibi trial, the average spend per household won’t have increased much yet,” he wrote.
Separately, revenue from SVOD services is projected to top $12.7 billion in 2020, growing at an annual growth rate of 2.1% through 2024 to $13.8 billion, according to Statista. User penetration is expected to top 40.1%. The average revenue per user (ARPU) currently amounts to $98.19.