Netflix, Amazon Prime Video, Hulu Comprised 78% of U.S. SVOD Households in 2020

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.

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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.”

Data: Pay-TV Providers in Q2 Lost 1.2 Million Video Subs, Added 890K Broadband

As pay-TV operators continue to hemorrhage video subscribers to over-the-top video, losses are being offset by broadband service additions — a requisite for streaming video distribution.

New data from Leichtman Research Group found that the largest pay-TV providers in the U.S. — representing about 95% of the market — lost more than 1.2 million net video subs in 2Q 2021, compared with a net loss of about 1.5 million subs in the previous-year period.

Pay-TV operators added 890,000 net broadband internet subscribers in the quarter; 8 million net adds over the past two years.

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The top pay-TV providers account for about 77.6 million subs — with the top seven cable companies having 42.6 million video subs, other traditional pay-TV services having about 28.2 million subs, and the top publicly reporting online TV services having about 6.8 million subs.

Leichtman found that the top cable providers had a net loss of about 590,000 video subs in 2Q 2021 — compared to a loss of about 505,000 subs in 2Q 2020. Other traditional pay-TV services had a net loss of about 700,000 subs in 2Q 2021 — compared with a loss of about 1,045,000 subs in 2Q 2020.

AT&T led all pay-TV services with 473,000 net sub loss, an improvement compared with 887,000 net losses in 2Q 2020. Online TV services, led by Sling TV, YouTube TV and Hulu + Live TV, added 55,000 subs, compared to a gain of about 45,000 subs last year.

“Pay-TV net losses were about 275,000 fewer than [last year] on a pro forma basis,” analyst Bruce Leichtman said in a statement. “Over the past year, pay-TV providers had a net loss of about 4.52 million subs, compared to a loss of about 5.4over the prior year.”

Separately, Leichtman said the quarterly broadband additions were the most in any second quarter in the past decade, except for 2Q 2020.

“Pay-TV operators have added about 3.67 million net broadband adds over the prior year,” he said.

Report: Adults Watching Video Daily on Connected TVs Declines

As the country emerges from the pandemic, adults streaming video on a connected television is declining slightly, according to new data Leichtman Research Group.

Based on a survey of 2,000 TV households in the United States, the report found that 39% of adults watch video on a TV via a connected device daily — compared with 40% in 2020, 31% in 2019, 19% in 2016, and 3% in 2011.  Younger individuals are most likely to use connected TV devices. Of those ages 18-34, 54% watch video on a TV via a connected device daily — compared with 43% of ages 35-54 and 22% of ages 55+.

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Leichtman reported that 82% of U.S. TV households have at least one Internet-connected TV device, including connected smart-TVs, standalone streaming devices (such as Roku, Amazon Fire TV stick or set-top box, Chromecast, or Apple TV), connected video game systems, and/or connected Blu-ray Disc players. This compares to 80% with at least one connected TV device in 2020, 74% in 2019, 65% in 2016, and 30% in 2011.

“Use of connected TV devices leveled off over the past year after being pulled forward due to the coronavirus pandemic last year,” analyst Bruce Leichtman said in a statement. “Still, 60% of adults watch video on a TV via a connected device at least weekly.”

Other findings include:

  • 35% of adults with a pay-TV service watch video via a connected TV device daily — compared with 50% of pay-TV non-subscribers;
  • 60% of adults watch video via a connected TV device at least weekly — compared with 59% in 2020, 52% in 2019, 40% in 2016, and 10% in 2011;
  • 55% of TV households have at least one stand-alone streaming device — up from 49% in 2019, 33% in 2016, and 3% in 2011;
  • about 43% of all TV sets in U.S. households are connected smart-TVs — an increase from 32% in 2019, 19% in 2016, and 7% in 2014;
  • in 2021, mean reported spending on a new TV was about $530 — compared with about $795 in 2016; and
  • given a choice of screens, 78% prefer to watch video on a TV set, 11% on a computer, 8% on a smartphone and 3% on a tablet.

Report: Pay-TV Q1 Sub Losses Decline Slightly

Quarterly pay-TV subscriber losses have become a regular thing in an era of over-the-top video distribution. So there was news this week when longtime television services monitor Leichtman Research Group found that the largest pay-TV providers in the U.S. — representing about 95% of the market — lost 60,000 fewer combined subscribers in the first quarter (ended March 31) compared to the previous-year period. Operators lost 1.89 million net video subs in 1Q, compared to a pro forma net loss of about 1.95 million subs in Q1 2020.

The top pay-TV providers now account for about 78.7 million subs — with the top seven cable companies having 43.1 million video subs, other traditional pay-TV services having about 28.9 million subs, and the top publicly reporting online pay-TV services having about 6.7 million subs.

“Over the past year, top pay-TV providers had a net loss of about 4.8 million subs, compared to a loss of about 5.1 million subs over the prior year,” analyst Bruce Leichtman said.

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The report found that top cable providers had a net loss of about 775,000 video subs in 1Q 2021 — compared with a loss of about 595,000 subs in Q1 2020. Net cable losses in 1Q 2021 were more than in any previous quarter. Other traditional pay-TV services had a net loss of about 865,000 subs in Q1 2021 — compared with a loss of 1,150,000 subs in Q1 2020.

AT&T had 620,000 net losses in Q1 2021 — compared with 897,000 net losses in Q1 2020. Top publicly reporting online TV platforms had a net loss of about 255,000 subs — compared to a loss of about 210,000 subs a year ago.

Pay-TV Providers Subscribers at end of 1Q 2021 Net Adds in 1Q 2021
Cable Companies
Comcast 19.35 million (491,000)
Charter 16.06 million (138,000)
Cox 3.59 million (60,000)
Altice 2.9 million (54,400)
Mediacom 626,000 (17,000)
Atlantic Broadband 313,591 (4,796)
Cable One 252,000 (9,000)
Total Top Cable 43.1 million (774,196)
Other Traditional Services
AT&T 15.88 million (620,000)
Dish TV 8.68 million (130,000)
Verizon FiOS 3.84 million (82,000)
Frontier 453,000 (32,000)
Total Top Other Traditional 28.86 million (864,000)
Internet-Delivered Online TV
Hulu + Live TV 3.8 million (200,000)
Sling TV 2.37 million (100,000)
fuboTV 590,430 42,550

 

Total Top Online TV 6.76 million (257,450)
Total Top Providers 78.73 million (1.89 million)
Sources: The companies and Leichtman Research Group.

Report: 1 Million U.S. Homes Added Broadband in Q1, Down From 2020

The nation’s top multichannel video providers may be losing subscribers to over-the-top video distribution, but the same providers are also the top ISPs — delivering the broadband required to stream Netflix, Disney+ and Amazon Prime Video into homes.

New data from Leichtman Research found that the largest cable and telecom providers in the U.S. — representing about 96% of the market — acquired more than 1 million net broadband subscribers in 1Q 2021 — down 13% from a gain of about 1.17 million subs in 1Q 2020.

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The broadband providers now account for about 107 million subs, with cable companies having about 73.7 million broadband subs, telecoms having about 33.3 million subscribers.

The top cable companies added about 935,000 subs in 1Q 2021 — 76% of the net additions for the top cable companies in 1Q 2020. Telecoms added about 85,000 total broadband subs in 1Q 2021 — compared with a net loss of about 60,000 subs in 1Q 2020

Net broadband losses among non-fiber telecom subs were more than offset by gains of more than 400,000 net fiber subs, bringing the number of telecom fiber broadband subs to about 14.6 million.

“This broadband growth marked the fourth time in the past five quarters that there were more than one million net broadband additions in the U.S.,” analyst Bruce Leichtman said in a statement. “Over the past year, there were about 4.66 million net broadband adds, compared to about 2.76 million net broadband adds over the prior year.”

Broadband Providers Subscribers at end of 1Q 2021 Net Adds in 1Q 2021
Cable Companies
Comcast 31 million 460,000
Charter 29.2 million 355,000
Cox 5.4 million 55,000
Altice 4.4 million 11,600
Mediacom 1.5 million 16,000
Cable One 880,000 23,000
WOW (Wide Open West) 823,800 10,000
Atlantic Broadband 511,004 6,383
Total Top Cable 73.7 million 936,983
Wireline Phone Companies
AT&T 15.4 million 51,000
Verizon 7.2 million 64,000
CenturyLink/Lumen^ 4.7 million (39,000)
Frontier 3 million (17,000)
Windstream 1.12 million 13,000
Consolidated 794,224 2,024
TDS 501,700 8,400
Cincinnati Bell 437,600 1,500
Total Top Telco 33.3 million 83,924
Total Top Broadband 107 million 1.02 million

Report: 27% of Subscription Streaming Video Service Passwords Shared

New consumer research from Leichtman Research Group found that 82% of U.S. households have at least one streaming video service from a list of 11  options; 51% of all households have three or more of these services. However, not all of these services are being paid for directly by those who use them.

Leichtman found that 69% of all SVOD services are fully paid for and are not shared with others outside the household. At the same time, 27% of all direct-to-consumer services are used in more than one household; 13% of services are used and paid for by those that also share them with someone outside the household; 12% of services are used in one household but are borrowed from another household that is paying for the service; 2% of services are used by multiple households that share costs; and 4% of all services are not paid for because they come with another service.

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These findings are based on an online survey of 6,262 households from throughout the United States.

Separate research contends SVOD behemoth Netflix is losing billions annually in potential revenue due to password sharing.

Leichtman also found that 16% of all households have at least one DTC service that is fully paid for by someone else; 26% of adults ages 18 to 34 have at least one DTC service that is fully paid for by someone else, compared with 12% of ages 35 and older. Adults ages 18 to 44 account for 63% of those with an online pay-TV service; 77% of online TV subscribers are very satisfied with their service, compared with 69% in 2018; 13% are very likely to switch service in the next six months, compared with 27% in 2018; 20% of all services are shared by multiple households, including 6% that are fully paid for by someone outside the household.

“Password sharing is [quite] prevalent throughout the streaming video industry,” analyst Leichtman said in a statement. “Yet, sharing of streaming services should not solely be viewed as lost revenue, as the ability to share with others is also part of the retention strategy for the services.”

Report: Pandemic Drove 4.9 Million Broadband Additions Among Top ISPs in 2020

With more consumers housebound due to the pandemic, subscriptions for high-speed Internet, or broadband, grew significantly, according to new data from Leichtman Research Group. The Durham, N.H.-based firm found that the largest cable and wireline phone providers in the U.S. — representing about 96% of the market — acquired more than 4.8 million net additional broadband Internet subscribers in 2020, compared with a gain of about 2.55 million subs in 2019.

The following broadband providers now account for 105.8 million subs, with cable companies accounting for 72.8 million broadband subs, and telecoms having 33 million subs.

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Overall, broadband additions in 2020 were 190% higher than in 2019, and more than in any year since 2008. Cable companies added about 4.82 million subs compared to 3.15 million adds in 2019, and the most in any year since 2006.

Charter’s 2.21 million broadband additions were more than any company had in a year since 2006. Telecoms added about 40,000 subs compared to a loss of about 590,000 subs in 2019. The industry had positive net annual broadband adds for the first time since 2014. At the end of 2020, cable had a 69% market share vs. 31% for telecoms.

“With the impact of the pandemic, there were more net broadband additions in 2020 than in any year since 2008,” analyst Bruce Leichtman said in a statement. “The top cable and telecom providers in the U.S. cumulatively added about 4.86 million subs in 2020, compared to about 5.1 million subs in 2018 and 2019 combined.”

Broadband Providers Subscribers at end of 4Q 2020 Net Adds in 2020
Cable Companies
Comcast 30.6 million 1.97 million
Charter 28.9 million 2.21 million
Cox 5.38 million 210,000
Altice 4.36 million 142,200
Mediacom 1.43 million 110,000
Cable One 857,000 101,000
WOW 813,800 32,300
Atlantic Broadband 504,621 37,871
Total Top Cable 72.8 million 4.82 million
Telecoms
AT&T 15.4 million (5,000)
Verizon 7.12 million 173,000
CenturyLink/Lumen 4.54 million (134,000)
Frontier 3.1 million (111,000)
Windstream 1.1 million 60,000
Consolidated 792,200 8,035
TDS 493,300 38,100
Cincinnati Bell 436,100 10,400
Total Telecom 32.9 million 39,535
Total Broadband 105.8 million 4.85 million
Sources: The Companies and Leichtman Research Group, Inc.

Report: Major Pay-TV Providers Lost More Than 5.1 Million Subs in 2020

The pandemic has been no lifeline for linear pay-TV. New data from Leichtman Research Group found that the largest pay-TV providers in the U.S. — representing about 95% of the market — lost more than 5.1 million combined video subscribers in 2020, compared with a net loss of about 4.8 million in 2019.

Top pay-TV providers now account for about 81.3 million subscribers — with the top seven cable companies having 43.9 million video subscribers; satellite TV services about 21.8 million subs; top telephone with 7.9 million subs, and the top Internet-delivered pay-TV services with 7.7 million subs.

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Leichtman found that satellite TV services narrowed sub losses to about 3.4 million subs in 2020, compared with a loss of about 3.7 million subs in 2019. The top seven cable companies lost more than 1.9 million video subs, compared with about 1.56 million subs lost in 2019.

Top telephone companies lost about 405,000 video subs, compared with a loss of about 630,000 subs in 2019. Online TV services such as Hulu+Live TV, Sling TV, AT&T TV Now and fuboTV added about 640,000 subs compared to more than one million  in 2019.

Traditional pay-TV services lost about 5.8 million subs, compared with a net loss of about 5.9 million in 2019. AT&T had a net loss of about 3.26 million across DirecTV, AT&T U-verse, AT&T TV, and AT&T TV Now compared to a net loss of about 4 million subs in 2019. AT&T “Premium TV” services lost 15.3% of subs compared to a 4.6% loss among all other traditional pay-TV services.

“Pay-TV losses were slightly higher than in 2019, and more than in any previous year,” analyst Bruce Leichtman said in a statement.  “Overall, the top pay-TV providers lost 5.9% of subs in 2020, compared to 5.2% in 2019.”

Pay-TV Providers Subscribers at end of 4Q 2020 Net Adds in 2020
Cable Companies
Comcast 19.85 million (1.4 million)
Charter 16.2 million 56,000
Cox 3.65 million (215,000)
Altice 2.96 million (236,800)
Mediacom 643,000 (67,000)
Atlantic Broadband 318,387 1,287
Cable One 261,000 (46,000)
Total Top Cable 43.9 million (1.91 million)
Satellite Services
DirecTV 13 million (3 million)
Dish Network 8.8 million (408,000)
Total Satellite 21.8 million (3.44 million)
Phone Companies
Verizon FiOS 3.93 million (302,000)
AT&T U-verse/AT&T TV 3.5 million 42,000
Frontier 485,000 (146,000)
Total Top Phone 7.9 million (406,000)
Online TV
Hulu + Live TV 4 million 800,000
Sling TV 2.47 million (118,000)
AT&T TV Now 656,000 (270,000)
fuboTV 547,880 231,880
Total Online TV 7.7 million 643,880
Total Top Providers 81.3 million (5.1 million)
Sources: The Companies and Leichtman Research Group, Inc.

1.53 Million Homes Added Broadband in Q3 — The Most in 11 Years

As pay-TV operators continue to hemorrhage video subscribers to cord-cutting and over-the-top alternatives, a silver lining has emerged: high-speed Internet. Linear TV providers have become broadband gatekeepers enabling households to access the World Wide Web while offering a fiscal lifeline to an industry in flux.

New data from Leichtman Research Group found that the largest cable and wireline phone providers in the U.S. — representing about 96% of the market — acquired about 1.53 million net additional broadband Internet subscribers in 3Q 2020, compared with a pro forma gain of about 615,000 subs in 3Q 2019.

These top broadband providers now account for about 104.9 million subscribers, with top cable companies having about 72 million broadband subs, and top wireline phone companies having about 32.9 million subs.

Findings for the quarter include:

  • Overall, broadband additions in 3Q 2020 were about 915,000 more than in 3Q 2019.
  • Broadband additions in 3Q 2020 were the most in any quarter since 1Q 2009.
  • The top cable companies added about 1,320,000 subscribers in 3Q 2020 — compared with a net gain of about 830,000 subscribers in 3Q 2019.
  • Cable broadband had over one million net adds for the third consecutive quarter — the first time since 3Q 2006 to 1Q 2007.
  • Comcast’s 633,000 net adds in 3Q 2020 were more than in any quarter in the past 15 years.
  • The top wireline phone companies added about 210,000 subscribers in 3Q 2020 – compared to a net loss of about 220,000 subscribers in 3Q 2019

 

“With the continued impact of the coronavirus pandemic, there were more quarterly net broadband additions in 3Q 2020 than in any quarter in over eleven years,” analyst Bruce Leichtman said in a statement. “Over the past year, there were about 4.55 million net broadband adds, compared with about 2.55 million net broadband adds over the prior year. This marks the most broadband net adds in a year since 3Q 2008 to 2Q 2009.”

Broadband Providers Subscribers at end of 3Q 2020 Net Adds in 3Q 2020
Cable Companies
Comcast 30.06 million 633,000
Charter 28.63 million 537,000
Cox 5.33 million 50,000
Altice 4.36 million 26,000
Mediacom 1.42 million 29,000
Cable One 865,000 27,000
WOW (WideOpenWest) 808,900 3,300
Atlantic Broadband 492,212 13,523
Total Top Cable 71.97 million 1.31 million
Wireline Phone Companies
AT&T 15.37 million 174,000
Verizon 7.06 million 110,000
CenturyLink/Lumen^ 4.56 million (75,000)
Frontier 3.11 million (23,000)
Windstream 1.10 million 12,900
Consolidated 792,211 1,008
TDS 487,700 8,200
Cincinnati Bell 434,500 2,500
Total Top Telco 32.94 million 210,608
Total Top Broadband 104.92 million 1.53 million

 

Major Pay-TV Providers Stanch Q3 Sub Bleeding

Ongoing pay-TV subscriber defections cooled a bit in the third quarter, ended Sept. 30, according to new data from Leichtman Research Group. The firm found that the largest pay-TV providers in the U.S. — representing about 95% of the market — lost about 120,000 net video subscribers in 3Q, compared with a pro forma net loss of about 945,000 in the previous-year period.

The top pay-TV providers now account for about 82.6 million subscribers — with the top seven cable companies having 44.3 million video subscribers; satellite TV services having about 22.6 million subs; telephone companies having 8 million subs, and Internet-delivered pay-TV services having 7.7 million subs.

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Satellite TV services lost about 775,000 in 3Q — compared with about 1.14 million subs in 3Q 2019. The top seven cable companies lost about 375,000 video subs, compared with about 410,000 subs a year ago. Telephone providers lost about 5,000 video subs, compared with about 210,000 subs in 3Q 2019. Online TV services, which include Hulu + Live TV, Sling TV, AT&T TV Now and fuboTV, added 1.03 million subs, compared with about 815,000 net adds a year ago.

“With the return of live sports in 3Q 2020, Internet-delivered vMVPDs had more net additions than in any previous quarter, and pay-TV overall had fewer net losses than in any quarter since 1Q 2018,” analyst Bruce Leichtman said in a statement.

Leichtman said Hulu + Live TV is now the fifth largest pay-TV service in the U.S., and YouTube TV now has over three million subs, including 1 million net additions thus far in 2020.

Pay-TV Providers Subscribers at end of 3Q 2020 Net Adds in 3Q 2020
Cable Companies
Comcast 20.09 million (273,000)
Charter 16.23 million 67,000
Cox 3.71 million (60,000)
Altice 3.03 million (86,400)
Mediacom 663,000 (13,000)
Atlantic Broadband 317,387 5,542
Cable One 277,000 (13,000)
Total Top Cable 44.33 million (372,858)
Satellite Services (DBS)
DirecTV 13.6 million (690,000)
Dish TV 8.96 million (87,000)
Total DBS 22.56 million (777,000)
Phone Companies
Verizon FiOS 4 million (62,000)
AT&T U-verse/AT&T TV 3.5 million 100,000
Frontier 518,000 (42,000)
Total Top Phone 8.01 million (4,000)
Internet-Delivered (vMVPD)
Hulu + Live TV 4.1 million 700,000
Sling TV 2.45 million 203,000
AT&T TV Now 683,000 (37,000)
fuboTV 455,000 169,000
Total Top Online TV 7.69 million 1.03 million
Total Top Providers 82.61 million (118,858)