According to the Leichtman Research Group, 64% of all U.S. households have an over-the-top (OTT) subscription VOD (SVOD) service from Netflix, Amazon Prime and/or Hulu - up from 47% in 2014. Among those who have an SVOD service, 51% have more than one such service, up from 35% in 2014.
Use of SVOD has also increased in recent years. Daily, 29% of all adults stream an SVOD service, up from 16% in 2015. Younger adults are the most active streamers, with 51% of all ages 18-34 streaming an SVOD service daily - up from 33% in 2015.
The findings are based on a survey of 1,207 households nationwide and are part of LRG's eleventh annual study on the topic. Other findings indicate:
- 62% of pay TV subscribers have an SVOD service, compared to 72% of pay TV non-subscribers with a TV.
- 83% with an SVOD service have Netflix.
- 75% with Netflix also have a pay TV service, compared to 85% in 2012.
- 43% of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets and eReaders) daily, up from 33% in 2015 and 18% in 2012.
- 74% of adults who watch video on mobile phones usually do so at home, and 87% of those who watch video on a tablet or eReader usually watch at home.
"Nearly two-thirds of all households now have an SVOD service, and over half of this group has more than one of the major SVOD services," said Bruce Leichtman, president and principal analyst for LRG. "With the increased prevalence of SVOD in consumers' households, 29% of adults now stream an SVOD service daily, up from 16% just two years ago."