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59% US households SVoD subs

SVoD has become a core viewing component for many pay-TV non-subscribers, according to consumer research from Leichtman Research Group, which finds that 59 per cent of all US households have a SVoD service from Netflix, Amazon Prime, and/or Hulu – up from 47 per cent in 2014.

SVoD services are particularly popular among non-subscribers to a pay-TV service. Seventy per cent of all non-subscribers with a TV have an SVoD service (including 82 per cent with a broadband Internet service at home) – compared to 57 per cent 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, LRG’s tenth annual study on this topic.

Other related findings include:

  • Among those who have an SVoD service, 47 per cent have more than one service
  • 19 per cent with Netflix agree that their Netflix subscription is shared with others outside their household
  • 49 per cent of adults stream an SVoD service at least monthly – up from 41 per cent in 2014
  • 73 per cent of ages 18-34 stream an SVoD service monthly – compared to 53 per cent of ages 35-54, and 24 per cent of ages 55+
  • On a daily basis, 41 per cent of adults watch video on non-TV devices (including home computers, mobile phones, iPads, tablets, and eReaders), and 62 per cent weekly – up from 27 per cent daily, and 53 per cent 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. “On a daily basis, 49 per cent of all non-subscribers with a TV stream an SVoD service, compared to 19 per cent of pay-TV subscribers.”

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