US streaming services pick up viewers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2021, 2:07 PM GMT+0

An Adweek-Morning Consult survey found 39% of US consumers added new subscriptions to their existing ones amid the pandemic.

While 54% respondents made no significant change in their streaming subscriptions post COVID-19 outbreak, 39% increased subscriptions and a cut back was observed among 6% of consumers. According to 70% of Americans, one member in their household has at least one streaming subscription.

Netflix continued to be the most popular streaming service, with 62% of respondents saying their household has a Netflix subscription. Hulu follows at 56%, then Amazon Prime Video (54%) and Disney+ (33%). Where Tubi is subscribed by 21% respondents, 19% chose Pluto TV and 16% have AppleTV+.

The struggle to gain popularity was more difficult for newer streaming services like Paramount+ and Peacock. When asked about preferences regarding streaming subscriptions, 49% of Americans opted for ads over more expensive, ad-free options.

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