Penetration rates of selected subscription video-on-demand services in the U.S. 2022

Netflix remains the most used video streaming service in the U.S., however, its dominance has been challenged in an overcrowded market. A few years ago, half of its competitors, such as Disney+, Apple TV+, and Peacock, did not exist. A survey from September 2022 found that over three in four U.S. households had a Netflix account, closely followed by Amazon Prime Video, with 72 percent of respondents stating to subscribe to the service. In comparison, Discovery+ was only used by nine percent of households.Shift to ad-supported contentThe subscription video-on-demand (SVOD) market has recently been struggling in order to retain customers. Not only Netflix lost a substantial number of subscribers, but also Disney+ and Hulu, especially in the saturated U.S. market. As streaming viewers look to cut costs, they canceled several expensive SVOD services and signed up for cheaper options. From 2019 to 2022, the share of subscriber additions to lower-cost ad-supported subscription services jumped to 32 percent. Meanwhile, ad-free subscription tiers were falling out of favor.Subscription cyclingWith increasing subscription fees and so many SVOD platforms and content to choose from, many consumers have found another way to save money but also keep up with all the new TV shows and movies – subscription cycling. According to a survey from 2023, 41 percent of respondents in the U.S. have signed up for a service to watch a specific TV series, up from a share of 36 percent in the previous year. Streaming services with a small content catalog, like Apple TV+ and Paramount+, were most likely to be watched for only one program.

Netflix依然是美国最常用的视频流媒体服务，然而，在竞争激烈的市场中，其主导地位受到了挑战。数年前，其竞争对手的一半，如Disney+、Apple TV+和Peacock，尚不存在。2022年9月的一项调查显示，超过四分之三的美国家庭拥有Netflix账户，紧随其后的是Amazon Prime Video，72%的受访者表示订阅了该服务。相比之下，Discovery+仅被9%的家庭使用。转向广告支持内容订阅视频点播（SVOD）市场近期一直在努力维持客户。不仅Netflix失去了大量订阅者，Disney+和Hulu也如此，尤其是在竞争激烈的美国市场。随着流媒体观众寻求削减成本，他们取消了多个昂贵的SVOD服务，转而选择更便宜的选项。从2019年到2022年，低成本广告支持订阅服务的订阅者新增份额跃升至32%。与此同时，无广告订阅层级逐渐失宠。订阅循环随着订阅费用的增加以及众多SVOD平台和内容的可选，许多消费者找到了另一种既可节省开支又能跟上所有新电视剧和电影的方法——订阅循环。根据2023年的一项调查，41%的美国受访者已经注册了观看特定电视剧的服务，比前一年的36%有所上升。内容库较小的流媒体服务，如Apple TV+和Paramount+，最有可能仅为了观看一个节目而订阅。