Given this downturn, Americans are turning to other home video services. Often referred to as VoD or SVoD, video-on-demand services allow customers to choose exactly what they want to watch, whenever and wherever they want to watch it. About 55 percent of Americans use subscription video-on-demand services. Along with video-on-demand, subscription of streaming services and electronic sell-thru are surging within this market. Among these three services, video subscription streaming services are the most profitable type of digital home entertainment in the U.S. Over-the-top (OTT) subscription VOD is the type of home video with the largest estimated annual growth rate; the service is forecasted to increase by nearly 15 percent between 2015 and 2020. Other promising services include over-the-top TVOD and VOD with a CATV or DTH subscription.
This change in consumption gives room for other services and players to grow. Some of the leading video subscription services in the U.S. include Amazon, Hulu, Netflix, HBO Now, and Showtime, to name a few. About 54 percent of people state that they prefer to watch movies at home than in a theatre or elsewhere, meaning that these companies are perfectly positioned to compete with movie theatre companies as well. Eighteen percent of Americans state that they watch or stream movies every day, and another 25 percent that they watch or stream several times per week; number which further confirm the growing reach and importance of this industry.