78% of American households have at least one of the top three SVOD services

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2021, 2:42 AM UTC

Leichtman Research Group revealed that penetration of SVOD services in the US is equal to nearly 98.5 million homes.

While SVOD adoption slowed in 2020, users continued to sign up for new services, with more than 50% of US households now having three or more subscriptions. At least one of the top three SVOD services, Netflix, Amazon Prime, and Hulu, is available in 78% of US homes.

The number of homes having more than one of the top three SVOD services surged to 58%. However, the growth of daily users with at least one service only reached 41% this year, from 40% in 2020.

Traditional pay-TV experienced similar declines, dropping to 58% in H1 of 2021. The article notes slowdown of SVOD penetration is restricted to the number of homes with broadband services (83%).

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