Over three-quarters of U.S. households subscribe to a streaming service

TV watching
Leichtman’s research also suggested that some streaming behaviors like account sharing and mobile viewing are on the rise. (Pinho/Unsplash)

New consumer research suggests that 78% of all U.S. households have a subscription streaming service from Netflix, Amazon Prime and/or Hulu.

According to Leichtman Research Group – which surveyed 1,990 households nationwide for its latest Emerging Video Services study – that figure is up from 69% in 2018 and 52% in 2015. The firm also said 55% of U.S. households now have more than one of these SVOD services, an increase from 43% in 2018 and 20% in 2015.

“Nearly four-fifths of U.S. households now have a top SVOD service, and 40% of all adults stream an SVOD service daily, including over half of all ages 18-44,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, in a statement. “The adoption and use of these established SVOD services along with newer direct-to-consumer streaming video options have increased over the past year, spurred more recently by the impact of the coronavirus pandemic.”

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By including 12 additional streaming video services, Leichtman said that 82% of all households have at least one SVOD or DTC service and that 49% have three or more services.

RELATED: U.S. video subscriber losses topped 2M in Q1: Leichtman

As streaming service adoption expands, so does usage. Leichtman said that 40% of all adults said they stream an SVOD service every day – up from 30% in 2018, and 16% in 2015. Younger adults represent the bulk of that percentage, with ages 18-44 accounting for 63% of daily SVOD users.

Leichtman’s research also suggested that some streaming behaviors like account sharing and mobile viewing are on the rise. The survey found that 30% with Netflix said that their subscription is shared with others outside their household – compared to 23% with Hulu and 20% with Amazon Prime. It also suggested that 55% of adults watch video on non-TV devices (including mobile phones, home computers, tablets, and eReaders) daily – up from 46% in 2018 and 33% in 2015, while 44% of adults watch video on a mobile phone daily – up from 35% in 2018 and 20% in 2015.

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