Household Share Dominance Of Netflix, Amazon, Hulu Is Declining: Survey

Netflix, Amazon Prime Video and Hulu now account for 43% of streaming services in U.S. homes — down significantly from 56% in 2020, according to the latest survey from Leichtman Research Group.

Still, 83% of U.S. homes have a subscription to Netflix, Amazon Prime Video and/or Hulu — the same combined percentage as reported in 2022. That’s compared with their presence in 52% of U.S. homes in 2015, 69% in 2018 and 78%.

Fifteen SVOD/D2C services were included in the 2023 survey of 2,101 households, part of LRG’s 17th annual video services study.

The other 12 SVODs account for an incremental 5% of all households that have at least one SVOD or D2C service beyond the top three. 

This brings the total to 88% of all households with an SVOD/D2C service, compared to 82% in 2020.

More than half (53%) of all households have four or more SVOD/D2C services, compared to 33% in 2020.

“The top three SVOD services remain the base of the streaming category, with 83% of all households having one of these services, while 88% of households have any streaming video services,” says Bruce Leichtman, president and principal analyst at LRG. “Yet, as the streaming market has expanded and the total number of services in the home has increased, the top SVOD services’ market share has begun to wane. Of the 15 SVOD/DTC services in this survey, the three top SVODs now account for 43% of all streaming services in consumers’ homes, compared to 56% in 2020.” 

The survey also found the mean number of SVOD/D2C services in all households to be 4.1, compared to 2.9 in 2020.

Forty-two percent of all adults report streaming a top SVOD service daily, compared to 41% in 2021, 30% in 2018, and 16% in 2015. Those between 18 and 44 account for 59% of adults using SVOD daily.

Fifty-seven percent of adults overall report watching video daily on non-TV devices such as mobile phones, home computers, tablets and e-readers. That compares to 54% in 2021, 46% in 2018 and 33% in 2015.

Fully 81% of those 18 to 34 now report watching video daily on non-TV devices daily, compared to 62% of those 35 to 54 and 32% of those 55 or older.

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