Study: Nearly 80% of U.S. Households Subscribe to Netflix, Amazon Prime and/or Hulu

More than three-quarters (78%) of all U.S. households have a subscription-video-on-demand service from Netflix, Amazon Prime and/or Hulu, according to new consumer research from Leichtman Research Group.

That’s up from 69% in 2018, and 52% in 2015.

More than half (55%) of U.S. households now have more than one of these SVOD services, an increase from 43% in 2018 and 20% in 2015, according to Leichtman.

Usage of these SVOD services has also significantly increased in recent years, according to the study. Daily, 40% of all adults stream an SVOD service — up from 30% in 2018 and 16% in 2015. Younger adults are the most active streamers, with ages 18-44 accounting for 63% of daily SVOD users.

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The findings are based on a survey of about 1,990 households nationwide and are part of a new LRG study, Emerging Video Services 2020.

Other findings include:

  • 55% of those ages 18-44 stream an SVOD service daily — compared to 27% of ages 45+;
  • 30% with Netflix agree that their subscription is shared with others outside their household — compared to 23% with Hulu and 20% with Amazon Prime;
  • including 12 additional streaming video services, 82% of all households have at least one SVOD or DTC service and 49% have three or more services;
  • 55% of adults watch video on non-TV devices (including mobile phones, home computers, tablets, and eReaders) daily — up from 46% in 2018 and 33% in 2015; and
  • 44% of adults watch video on a mobile phone daily — up from 35% in 2018, and 20% in 2015.

“Nearly four-fifths of U.S. households now have a top SVOD service, and 40% of all adults stream an SVOD service daily, including over half of all ages 18-44,” said Bruce Leichtman, president and principal analyst for Leichtman, in a statement. “The adoption and use of these established SVOD services along with newer direct-to-consumer streaming video options have increased over the past year, spurred more recently by the impact of the coronavirus pandemic.”

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