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Report: Consumer Usage of Video Streaming Services in The US

New research revealed that 16% of the "viewing population" have multiple subscription video-on-demand (SVOD) services in their homes. That's up from 10% three years ago. Consumer market research firm Gfk studied consumers in the United States, and also found that almost half (49%) of the "viewing population" subscribes to at least one SVOD service, 17% have both Netflix and Amazon Prime, 9% have Netflix and Hulu Plus, and 5% have all three of the major services.

The “viewing population” includes consumers who watch video at least once per week via any format: regular TV, streaming, or otherwise. According to Gfk, this is 95 percent of the total number of people 13 to 64 US years of age. Gfk also found that consumers:

"... who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type). “Self-bundlers” also have higher mean incomes than average weekly viewers – at $90,000 per year versus $76,000 – but are less likely to subscribe to traditional pay TV services.."

GfK interviewed 1,054 consumers in the United States for its “Over-the-Top TV 2016: A Complete Video Landscape” report. In related studies during the past year, Gfk found:

Below is an infographic from Gfk's "Over the Top TV 2016" report with additional information:

Infographic from Gfk Over the Top TV 2016 report. Click to view larger version

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