250 million households now pay for streaming video services

Tuesday, February 27th, 2018
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250 Million Households Now Pay For Streaming Video Services, Says Strategy Analytics

BOSTON, MA — The number of households worldwide which pay for streaming video services such as Netflix and Amazon Video has now broken through the 250 million mark, according to the latest research from Strategy Analytics’ TV and Media Strategies service. The report, Home Video and OTT Video Forecast – Global, predicts that the number of homes paying for subscriptions to streaming video services will reach nearly 300 million by the end of 2018 and more than 450 million by 2022.

Other key findings from the research include:

  • Average monthly household spending on streaming video services increased by 5.0% in 2017 to $9.46
  • The total number of streaming video subscriptions reached 345 million by the end of 2017
  • Households paying for streaming video services used on average 1.39 services
  • The US has the highest penetration of streaming video services, with 59% of households using at least one service at the end of 2017

Percentage of Households Paying for Streaming Video Services, Dec 2017

US            59
Canada        51
Norway        46
Sweden        45
Finland       44
Australia     36
SKorea        35
UK            34
Denmark       33
Japan         29
South Africa  22
Germany       19
Mexico        19
Argentina     18
Brazil        17
Turkey        15
France        14
China         12
Spain          9
Italy          8
Switzerland    8
Poland         7
Czech          7
Russia         5
India          3

Source: Strategy Analytics’ Media Strategies Group, Feb 2018

“Streaming video is rapidly becoming a normal part of people’s entertainment options,” says Michael Goodman, Director, TV & Media Strategies. “Usage is already at around half of households in the most mature markets and is likely to reach those levels in many other countries in the near future.

“Clearly market leaders like Netflix and Amazon will benefit from this trend, but there are also major opportunities for media companies which currently focus on more traditional pay TV and content development business models.”

Note: In this research pay-TV-like services such as NowTV and DirecTV Now were not included. Major services analysed include Netflix, Amazon Prime Video, Hotstar, IVI.ru, Hulu, Viu and iFlix.