Study: U.S. Retakes SVOD Sub Lead From China

Thanks to Netflix, the number of gross SVOD subscriptions grew by 28% in 2019. The net subscriber count rose by 55 million (16%) to total 403 million, according to new data from Digital TV Research. The firm said gross subscriptions are growing faster than net subscribers, which means the average SVOD subscriber paid for 1.59 subscriptions in 2019 — up from 1.44 in 2018.

The U.S. overtook China to regain its position as the gross SVOD subscription leader. With about 200 million subscribers each, China and the U.S. together accounted for 63% of the global total in 2019. The U.S. added 43 million subscriptions in 2019, with China up by 35 million.

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“The number of gross SVOD subscriptions increased by 139 million in 2019 to 642 million — having grown by a similar amount in 2018,” analyst Simon Murray said in a statement.

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Ten countries had more than 10 million SVOD subscriptions by the end of 2019 — collectively accounting for 84% of the global total.

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