SVOD Subs to Level Off in 2021 After Pandemic Bump: LRG
U.S. households belonging to a subscription VOD service from Netflix, Amazon Prime or Hulu are holding steady year over year in 2021 at 78%, reported Leichtman Research Group Tuesday. Just over 40% of adults stream a top SVOD service daily…
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vs. 40% last year and 33% in 2019, it said, citing a survey of 2,000 households. Those using any of the services daily leveled off “after being pulled forward last year due to the coronavirus pandemic,” said President Bruce Leichtman. “While the breadth of households with a major SVOD service is similar to last year, those with multiple top SVOD services continued to expand.” About 27% of households report having five or more SVOD or direct-to-consumer services. Some 54% of adults watch video on non-TV devices; 58% of U.S. households have more than one of the top three SVOD services vs. 55% in 2020. Ages 18-34 make up 41% of adults using SVOD daily; ages 18-44 are 67%.