59% of U.S. households have an SVOD service

Wednesday, July 20th, 2016
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SVOD has Become a Core Viewing Component for Many Pay-TV Non-Subscribers

DURHAM, NH — New consumer research from Leichtman Research Group, Inc. (LRG) finds that 59% of all US households have a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu — up from 47% in 2014.

SVOD services are particularly popular among non-subscribers to a pay-TV service. Seventy percent 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.

These findings are based on a survey of 1,209 households nationwide and are part of a new LRG study, Emerging Video Services X. This is LRG’s tenth annual study on this topic.

Other related findings include:

  • 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 US 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 Leichtman Research Group, Inc. “On a daily basis, 49% of all non-subscribers with a TV stream an SVOD service, compared to 19% of pay-TV subscribers.”