September 3, 2021
SVOD pioneers Netflix, Amazon Prime Video and Hulu continue to resonate among U.S. households. New research from Leichtman Research found that 78% of domestic households subscribe to either Netflix, Amazon Prime Video and/or Hulu — up from 74% in 2019, and 59% in 2016.
Leichtman found in a survey of 2,000 adult respondents that among Netflix, Prime Video and Hulu subscribers, 74% have more than one SVOD service, compared with 70% in 2020, 69% in 2019, and 47% in 2016. Overall, 58% of domestic households now have more than one of these SVOD services (Netflix, Prime Video and Hulu) — compared with 55% in 2020, 51% in 2019, and 28% in 2016.
Other survey findings include that 41% of all adults stream either Netflix, Prime Video and Hulu service daily — compared with 40% in 2020, 33% in 2019, and 24% in 2016. Moviegoers aged 18-34 account for 41% of adults using SVOD daily, and the age group accounts for 67% of adults using SVOD daily.
When factoring in additional streaming video services such as Disney+, HBO Max, Paramount+, Peacock and Discovery+, 82% of all households have at least one SVOD, and 53% have three or more services. The mean number of SVOD services among all households is 3.1 — compared with 2.9 in 2020.
“The percent of households with a top SVOD service held steady in 2021, and those using any of these services daily also leveled off after being pulled forward last year due to the coronavirus pandemic,” analyst Bruce Leichtman said in a statement.
He said 54% of adults watch video on non-TV devices (including mobile phones, home computers, tablets and e-readers) daily — compared with 55% in 2020, 51% in 2019, and 41% in 2016. Another 81% of ages 18-34 watch video on non-TV devices daily — compared with 59% of ages 35-54, and 25% of ages 55+.
“While the breadth of households with a major SVOD service is similar to last year, those with multiple top SVOD services continued to expand,” Leichtman said. “Including 11 additional streaming video services, 27% of households now report having five or more SVOD or DTC services.”