September 8, 2021

78 Percent of Households Use SVOD

More than three quarters (78%) of U.S. households subscribe to one or more of the top three subscription video on demand (SVOD) services – Netflix, Amazon Prime and Hulu, according to new SVOD subscribership research from Leichtman Research Group, Inc. (LRG).

That was the same level as a year ago, and up from 74% in 2019 and 59% in 2016.

SVOD Subscribership Research

LRG also found that the percentage of homes with more than one of these services grew to 74%, up from 70% in 2020, 69% in 2019, and 47% in 2016. More than half of all U.S. households (58%) have at least one of these services, up from 55% in 2020, 51% in 2019, and 28% in 2016.

Among other findings of the research:

  • More than four-in-10 (41%) of all adults stream a top SVOD service daily, up slightly from 40% in 2020, and up more markedly from 33% in 2019 and 24% in 2016
  • Those in the 18-44 age group account for 67% of adults using SVOD daily
  • When 11 additional streaming services are included, 82% of all households have at least one SVOD or direct-to-consumer (DTC) service, while 53% have three or more services
  • More than eight-in-10 (81%) of adults ages 18-34 watch video on non-TV devices daily – compared to 59% of ages 35-54, and 25% of ages over the age of 55

“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,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc., in a prepared statement.

“While the breadth of households with a major SVOD service is similar to last year, those with multiple top SVOD services continued to expand.  And, including eleven additional streaming video services, 27% of households now report having five or more SVOD or DTC services.”

With so many subscribers streaming video, delivering the right customer experience has never been more important. ETI’s service management platform enables broadband providers to increase customer loyalty and reduce churn by simply providing a better experience for each subscriber. Learn more here.