• by Wayne Friedman , July 14, 2016

Multiple subscription video on demand services by U.S. TV homes are more common than ever -- with Netflix the dominant service in those homes.

For instance, when it comes multiple SVOD usage, according to Hub Entertainment Research, 83% of Amazon Prime users also use Netflix; and 93% of all Hulu users also go to Netflix. Conversely, 46% of all Netflix users also use Hulu and/or Amazon Prime.

Overall, 57% of all U.S. viewers use Netflix; 24% Amazon Prime, and 13% use Hulu.

Looking at a more narrow-view of the SVOD world, Hub says 54% of Netflix’s users only use Netflix; 17% of Amazon users only use Amazon; and 7% of Hulu users only use that service.

Hub also looked at which platforms users say are their “first” and “most often” -- which it calls the “default” position.

Not only does live TV has the highest usage -- 87% -- it is also “the most common default” TV position when viewers turn on TV sets, tallying a 55% number. DVR, Netflix, and Hulu are next. DVR is the next largest when it comes to “default” -- 32%. Netflix is at 27%, and Hulu, 26%.

While advertising video on demand TV services from pay TV providers has the second-highest usage next to live TV -- 63% -- only 3% of users says it is their “default” source.

Hub survey comes from June 2016 research of 1,217 TV consumers age 16-74 who watch at least five hours of TV per week and have broadband at home.