The North American SVoD sector is by far the most mature in the world, with 112 million SVoD subscribers by end-2016. However, there is plenty of growth left in the sector. The SVoD total is forecast to climb to 171 million by 2022 – up by 59 million on 2016 or by 53 per cent.
Simon Murray, Principal Analyst at Digital TV Research, said: “It is important to stress that these figures are gross – many homes take more than one SVoD platform, especially in the US. That explains why we forecast 132 per cent SVoD penetration of US TV households by 2022.”
Digital TV Research forecasts that 70.3 per cent of US TV households (85 million) will subscribe to at least one SVoD platform by 2022. The average SVoD household will pay for 1.88 SVoD platforms. This compares to 60.3 per cent of TV households (70 million) TV households subscribing to at least one SVoD platform by end-2016. The average SVoD subscriber paid for 1.5 SVoD platforms at end-2016. Therefore, SVoD penetration growth of TV households will slow considerably, but SVoD homes will buy more services.
The report concludes that most of the dual SVoD subscriptions will be for Netflix and Amazon Prime Video. These two platforms will account for 72.5 per cent of the North America’s SVoD subscribers by 2022 – down from 78.6 per cent in 2017.
Netflix will have 59 million subscribers in the US by 2022 (up by 11 million or 23 per cent on end-2016) and 7 million in Canada (up by 26 per cent on 2016).