Nearly one fifth of U.S. households, 17%, exclusively get their video content through subscription video services, according to research from The NPD Group.
The study looked at video consumption for the 12 months leading up to March 2018. The number of households that only get their content through subscription video was up from 11% in 2017.
The NPD group also found that among users of subscription video on demand services, 40% only subscribed to one, while 24% subscribed to three or more. Millennials were the demographic most likely to subscribe to three or more of those services, with 42% doing so.
“As the technology gets older and less novel, as smart TVs become more common, and as more streaming content becomes available, older consumers with more disposable income are coming on board with streaming video services,” said Ricardo Solar, president of media entertainment for NPD. “Although Millennials were the first to adopt SVOD, GenX and Boomers are now driving the growth among those subscribing to multiple services.”