United States SVOD consumer research study

7 June, 2018

Parrot Analytics has recently taken an in-depth look at OTT TV trends in the United States, including:

  • The top 20 digital streaming shows in the United States, as well as 5 additional titles of interest to the American population.
  • How local American demand for these titles has changed over the course of the first quarter of 2018.
  • How many video streaming services consumers are willing to subscribe to, including a breakdown of age and gender.
  • A TV industry update for Q1 detailing important events with a focus on OTT.
  • An overview of all the new streaming series that were released in the first quarter of 2018.
Consumer willingness to pay for SVOD services in the United States

The Parrot Analytics Global SVOD Subscription Purchase Propensity Study explored how many video streaming services consumers are willing to subscribe to in the United States. The study was carried out with American consumers in March 2018, here the findings:


Our observations:
  • In the United States, nearly half of respondents are not willing to pay for any video subscription streaming services, the most of the 4 markets examined.
  • Based on the latest Netflix subscriber numbers, about 20% of the US population has subscribed to this SVOD service, about the same number that are willing to pay for one service (with another ~20% wiling to pay for one more).
  • The percent of people willing to pay for 4 or more services is lowest in the US, perhaps because Netflflix, Hulu, and Amazon Video are so dominant in the market. For those who are willing to pay, about 45% are between the ages of 25 and 34.
  • Across all age groups, US males are more willing to pay for SVOD services.

For more information, check out the most up-to-date United States television industry overview.

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