August 13, 2018
The United States is the birthplace of Netflix, Amazon Prime Video and Hulu. Thus, it should be no surprise the number of domestic SVOD subscribers is projected to reach 208 million, 173% of TV households, by 2023, according to new data from Digital TV Research.
The domestic SVOD sub base reached 132 million at the end of 2017, representing 111% of the TV households.
Specifically, Netflix is projected to reach 67.3 million, while Amazon Prime Video tops 60.5 million and Hulu reaches 28.1 million.
“Our SVOD subscriber forecasts are gross. Many homes pay for more than one SVOD service. We believe that this proportion will rise as more platforms establish themselves,” Simon Murray, principal analyst at Digital TV Research, said in a statement.
The research firm estimates 73.5% of TV households (88.5 million) will subscribe to at least one SVOD platform by 2023. The average SVOD household will pay for 2.35 SVOD platforms.
This compares to 55% of TV households (65.1 million) subscribing to at least one SVOD platform by end-2017. The average SVOD sub paid for 2.03 SVOD platforms by end-2017.
Murray said SVOD forecasts include Prime Video as part of the Amazon Prime membership.
“We have included half the Amazon Prime fee as an SVOD subscription, even though [Amazon member] homes are not directly paying for Video,” he said.