Amazon Prime Video, Hulu and Netflix aren’t just finding their way into more American homes, they’re increasingly showing up at the same time.
Leichtman Research Group released a new study today that found that 74% of U.S. households have a subscription from Netflix, Amazon Prime, and/or Hulu – up from 64% in 2017 and 52% in 2015. Among those that have an SVOD service, 69% said they have more than one of those services – up from 51% in 2017 and 38% in 2015. And the firm said that more generally, 51% of U.S. households now have more than one SVOD service, up from 33% in 2017 and 20% in 2015.
“Nearly three-quarters of all U.S. households have at least one SVOD service, and one-third of all adults stream an SVOD service daily, including half of all ages 18-34,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, in a statement. “With over half of all households now getting multiple SVOD services, and new streaming services on the way, it is inevitable that the number of households having and using multiple services will continue to grow. However, with expanded options, consumers will increasingly decide which streaming services they pay for directly, and which they share with others.”
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Leichtman also revealed some data about the frequency with which consumers are watching subscription video services. The study found that 64% of all adults stream an SVOD service at least monthly, and 41% stream more than one SVOD service at least monthly. It also showed that 33% of adults stream an SVOD service daily, up from 29% in 2017 and 16% in 2015.
Daily streamers tend to be in younger age groups. According to the study, 51% of ages 18-34 stream an SVOD service daily compared to 34% of ages 35-54, and 15% of ages 55+.
Leichtman’s findings are based on a survey of 1,116 households nationwide.