Study: 59% of U.S. Homes Subscribe to OTT

According to the Leichtman Research Group, 59% of all U.S. households have an OTT subscription video on demand (SVOD) service from ...

Broadband growth slowing, cable still leads
Broadband growth slowing, cable still leads

According to the Leichtman Research Group, 59% of all U.S. households have an OTT subscription video on demand (SVOD) service from Netflix (NASDAQ:NFLX), Amazon Prime (NASDAQ:AMZN), and/or Hulu - up from 47% in 2014.

SVOD services are particularly popular among consumers who do not subscribe to a pay TV service. Some 70% of all non-subscribers with a TV have an SVOD service (including 82% with a broadband Internet service at home), compared to 57% of pay TV subscribers.

The findings are based on a survey of 1,209 households nationwide and are part of LRG's tenth annual study on the topic. Other findings indicate:

  • Among those who have an SVOD service, 47% have more than one service.
  • 19% with Netflix agree that their Netflix subscription is shared with others outside their household.
  • 49% of adults stream an SVOD service at least monthly, up from 41% in 2014.
  • 73% of ages 18-34 stream an SVOD service monthly, compared to 53% of ages 35-54 and 24% of ages 55+.
  • On a daily basis, 41% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 62% weekly - up from 27% daily and 53% weekly three years ago.

"SVOD services are in the majority of U.S. households and, along with video to non-TV devices, have become core components in allowing pay TV non-subscribers to cobble together a variety of viewing options," said Bruce Leichtman, president and principal analyst for LRG. "On a daily basis, 49% of all non-subscribers with a TV stream an SVOD service, compared to 19% of pay TV subscribers."

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