Despite the growth of its global services, the United States is still the most important regional market for Netflix. The streaming provider is a leader in the American market, with a strong presence in major cities such San Francisco, Los Angeles, Washington D.C., and New York. Netflix’s main competitors in the subscription video on demand (SVoD) service market in the U.S. are Amazon Prime and Hulu Plus. Netflix had over 52 million streaming subscribers in the United States alone as of the third quarter of 2017. About 37 percent of consumers in the U.S. stated that they streamed content from Netflix on a weekly basis in 2016. In line with the growth in number of users, Netflix's streaming revenues in the U.S. have been increasing over the years, showing optimistic projections for the coming years. Revenue of streaming in the U.S. is projected to pass the seven billion U.S. dollar mark by 2020.
Original programming has helped Netflix secure its place in the industry amongst television giants such as HBO, NBC and Showtime. Netflix has made a move into the distribution of original TV series in 2013 with the political drama ‘House of Cards’, starring Kevin Spacey and Robin Wright. The series, watched by 4.9 million viewers aged 18 to 49 within the first 35 days of its Netflix premiere date, is one of Netflix’s biggest successes in original programming. The female-prison based drama ‘Orange Is the New Black’, the documentary ‘Making a Murderer’, and the series ‘Fuller House’ are some examples of well-received original programs distributed by Netflix. ‘Orange Is the New Black’ and ‘Fuller House’ are particularly popular in the U.S. amongst consumers aged between 18 and 34 years old.