In exchange, Americans are turning to other home video services. Often referred to as VoD or SVoD, video-on-demand services allow customers to choose when and what they would like to watch, and are one of the main promises of this market. The U.S. has one of the highest shares of video-on-demand users in the world. About 67 percent of American TV households use subscription video-on-demand services. Along with video-on-demand, subscription of streaming services and electronic sell-thru are surging within this market. From these three services, video subscription streaming services are the most profitable type of digital home entertainment in the U.S. OTT streaming revenue is forecast to increase from around 4.8 billion U.S. dollars in 2013 to 12.6 billion U.S. dollars by 2019. Over-the-top (OTT) subscription VOD is the type of home video with the largest estimated annual growth rate; the service is forecast to increase by 15 percent between 2015 and 2020. Other promising services include over-the-top TVOD and VOD with a CATV or DTH subscription.
This change of consumption gives room for other services and players to grow. Some of the leading video subscription services in the U.S. include Comcast, HBO Now, Netflix, Charter, Dish, to name a few. Just over 50 percent of American consumers use the streaming provider Netflix at least weekly, and 13 percent of respondents use HBO Go/HBO Now weekly. YouTube is the leading video-on-demand service in the country as just over 70 percent of Americans stated they use the service at least weekly and just over 40 percent said they use at least daily.