According to a recent study by Hub Entertainment Research, the number of subscriptions to a video streaming service in the United States has reached an almost universal equipment rate, with 89% of households equipped in 2022, i.e. 12% better only in 2021.
US streaming market, zoom in on the numbers
Half of consumers subscribe to at least three of the top five platforms: Netflix, Amazon Prime Video, Hulu, HBO Max, and Disney+. Twice as many as in 2020. As for free services supported by advertising, these are used by 60% of consumers and they have grown by around 10% each year since 2020. Standard services offering an option containing advertisements see the latter experiencing growing popularity.
Finally, we learn that more than 75% of viewers intend to subscribe to additional services over the next six months, which is 5% better than last year.