Netflix leads the video-on-demand market in the United States, but several other players have been able to reach good levels of market penetration, making the U.S. a denser market than others. As the Statista Global Consumer Survey shows, Amazon Prime, Hulu and Disney+ are on Netflix’s heels at 68 percent, 54 percent and 46 percent of adults saying they paid for them in the last 12 months, respectively.
In the UK and Germany for example, Netflix and Amazon Prime could each call between 70 and 80 percent of adults their recent customers, while the next biggest platform in Europe, YouTube Premium, falls behind at just 30 percent. In Australia and France, for example, Netflix still has a standout market penetration of around 80 percent each, while Amazon Prime as well as YouTube only reach around 30-40 percent of adults.
While Amazon Prime seems to thrive on its a hybrid system of subscription-based video streaming while also offering the option to pay for premium movies and shows, providers offering only the latter option are not reaching a significant share of the U.S. population. Only 13-14 percent of U.S. adults said they had purchased video-on-demand from iTunes, Apple TV or the Google Play Store recently.