Subscription Video On Demand in the U.S. - statistics & facts

Subscription Video-on-Demand (SVoD) is an entertainment programming model where users pay a monthly fee in exchange for instant access to a streaming library consisting of movies, TV shows, and other media content. Popular with media consumers of all ages and generating billions of dollars in revenue in the United States alone, SVoD is certainly here to stay, but the industry is a fast-paced and changeable one which seemingly never sleeps.

The state of the U.S. SVoD industry

Netflix has long been the SVoD market leader both in the United States and worldwide. Despite rising competition, this is unlikely to change in the near future: the service now has tens of millions of subscribers in the United States and was named by its younger subscribers as the most indispensable video service.

However, the entrance of Disney Plus into the U.S. (and now global) SVoD scene arguably disrupted the status quo. By reclaiming content previously licensed to other services, Disney launching its own streaming service meant that other platforms (including Netflix) lost some of their most popular shows and movies. Disney Plus quickly amassed a significant audience, almost doubling its global subscriber base between the first quarter of 2020 and May of the same year. Hulu and ESPN+ are also owned by The Walt Disney Company and have large audiences of their own, giving Disney serious clout and influence over the SVoD industry.

Disney aside, Apple also launched its own streaming service, Apple TV Plus, which focuses on original content only, and in May 2020 HBO Max arrived and swiftly smashed HBO Now’s record number of app downloads. With other services still set to be released, things are growing crowded among major and minor SVoD players alike. Meanwhile, the appeal of AVoD (as well as the many new and existing ad-supported platforms to choose from) mean that the VoD industry in general is becoming more and more saturated and difficult for consumers to navigate.

The often overwhelming nature of on-demand content viewing has been cited as one of the main frustrations among consumers, and yet this is does impact their desire to watch. Binge-viewing is increasingly popular and many U.S. adults admit that they have lost sleep due to binge-watching their favorite shows and movies. The enormous popularity of SVoD was even more evident during the beginnings of the coronavirus outbreak, and for many consumers streaming on-demand content was their go-to activity to keep themselves entertained whilst staying at home.

Largely because consumers not only want SVoD but consider it an essential part of their lives, the U.S. SVoD market will continue to grow. Providing that companies capitalize on consumer preferences and market their services to potential audiences in a way which differentiates them from the rest, there is room for every new platform to build an audience, no matter how small.

Key figures

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U.S. overview

Netflix

Amazon Prime Instant Video

Interesting statistics

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Subscription video on demand market in the U.S.

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Subscription Video On Demand in the U.S. - statistics & facts

Subscription Video-on-Demand (SVoD) is an entertainment programming model where users pay a monthly fee in exchange for instant access to a streaming library consisting of movies, TV shows, and other media content. Popular with media consumers of all ages and generating billions of dollars in revenue in the United States alone, SVoD is certainly here to stay, but the industry is a fast-paced and changeable one which seemingly never sleeps.

The state of the U.S. SVoD industry

Netflix has long been the SVoD market leader both in the United States and worldwide. Despite rising competition, this is unlikely to change in the near future: the service now has tens of millions of subscribers in the United States and was named by its younger subscribers as the most indispensable video service.

However, the entrance of Disney Plus into the U.S. (and now global) SVoD scene arguably disrupted the status quo. By reclaiming content previously licensed to other services, Disney launching its own streaming service meant that other platforms (including Netflix) lost some of their most popular shows and movies. Disney Plus quickly amassed a significant audience, almost doubling its global subscriber base between the first quarter of 2020 and May of the same year. Hulu and ESPN+ are also owned by The Walt Disney Company and have large audiences of their own, giving Disney serious clout and influence over the SVoD industry.

Disney aside, Apple also launched its own streaming service, Apple TV Plus, which focuses on original content only, and in May 2020 HBO Max arrived and swiftly smashed HBO Now’s record number of app downloads. With other services still set to be released, things are growing crowded among major and minor SVoD players alike. Meanwhile, the appeal of AVoD (as well as the many new and existing ad-supported platforms to choose from) mean that the VoD industry in general is becoming more and more saturated and difficult for consumers to navigate.

The often overwhelming nature of on-demand content viewing has been cited as one of the main frustrations among consumers, and yet this is does impact their desire to watch. Binge-viewing is increasingly popular and many U.S. adults admit that they have lost sleep due to binge-watching their favorite shows and movies. The enormous popularity of SVoD was even more evident during the beginnings of the coronavirus outbreak, and for many consumers streaming on-demand content was their go-to activity to keep themselves entertained whilst staying at home.

Largely because consumers not only want SVoD but consider it an essential part of their lives, the U.S. SVoD market will continue to grow. Providing that companies capitalize on consumer preferences and market their services to potential audiences in a way which differentiates them from the rest, there is room for every new platform to build an audience, no matter how small.

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