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Leichtman: 27% of Subscription Streaming Video Services Shared
April 17, 2023
More than a quarter (27%) of all subscription streaming video services are used in more than one household, according to new consumer research from Leichtman Research Group.
Younger consumers have more streaming video services (4.8) compared older demos, including four services among ages 45 to 54, and 2.5 services among ages 55 plus, according to the report.
The report found that 86% of U.S. households have at least one streaming video service, and 50% of households have four or more streaming video services. However, not all services are paid for directly by those who use them.
Indeed, while 68% of all services are fully paid for and are not shared with others outside the household, 27% of all services are used in more than one household.
About 13% of services are used and paid for by those that also share them with someone outside the household, while 12% are used in one household but are borrowed from another household that is paying for the service.
Another 2% of services are used by multiple households that share costs, while 5% are not paid for because they come with another service.
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Among young viewers (18-34), 17% of all SVOD services are fully paid for by someone else — compared with 8% among ages 35 plus. The younger demo accounts for 55% of all services that are fully paid for by someone else.
Among SVOD services, 14% of Netflix users have the service fully paid for by someone else — compared with 13% for Max, and 12% for Hulu.
The report found that 22% of all online TV streaming services are shared by multiple households, including 8% of all services that are fully paid for by someone outside the household.
“Over one-quarter of all direct-to-consumer services are shared with others outside the household, including 12% of all streaming services that are ‘borrowed’ from someone else’s subscription,” analyst Bruce Leichtman said in a statement. “Overall, 17% of households have at least one DTC service that is fully paid for by someone else.”
The data is based on an online survey of 3,501 households from throughout the United States.