Of U.S. households, 78% subscribe to at least one of Netflix, Hulu or Amazon Prime Video —and 55% of households have at least two of them. Meanwhile, 40% of adults use a streaming service at least once daily.
That’s according to data released late last month by Leichtman Research Group, Inc. as part of a study called Emerging Video Services 2020, which is the fourteenth annual version of the study.
The numbers of subscribers who have one service and more than one has increased over time, as have the number who stream daily, the firm said.
“Nearly four-fifths of U.S. households now have a top SVOD service, and 40% of all adults stream an SVOD service daily, including over half of all ages 18-44,” Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. said in the announcement.
“The adoption and use of these established SVOD services along with newer direct-to-consumer streaming video options have increased over the past year, spurred more recently by the impact of the coronavirus pandemic.”
Leichtman is the same firm that regularly releases stats about cord-cutting, and listing how many cable subscribers each pay TV company has gained or lost.
The release did not mention the newer streaming services that have launched in the last year, such as Disney+, Apple TV+, HBO Max, Quibi and Peacock.
Disney+ exceeded the sixty million subscriber milestone this summer, about nine months after launching and, per the Motley Fool, an estimate from eMarketer predicted that the service will surpass Hulu, another service controlled by Disney, by 2024.
While there are no figures released yet indicating whether or not Disney+ had success with its premium video on-demand release of the movie “Mulan,” but there’s research out suggesting that the risk has paid off.
According to research from analytics research firm 7Park Data, cited by Yahoo Finance, nearly 29% of U.S. households who subscribe to Disney+—up to nine million—forked over the $30 to watch “Mulan,” through September 12.
7Parks also showed that “Mulan” was the most-watched Disney+ program in the first twelve days of September, even through “Mulan” required a $30 payment that the other top titles, such as “Phineas & Ferb the Movie: Candace Against the Universe” and “Frozen 2,” did not.
Disney has not released any type of figures about the release of “Mulan,” although the company’s CFO did say that the company is “pleased” with its performance, per Bloomberg News. Sensor Tower also found that much like with when “Hamilton” was released on Disney+ in July, a spike in downloads of the Disney+ app coincided with the arrival of “Mulan.”
Stephen Silver, a technology writer for The National Interest, is a journalist, essayist and film critic, who is also a contributor to Philly Voice, Philadelphia Weekly, the Jewish Telegraphic Agency, Living Life Fearless, Backstage magazine, Broad Street Review and Splice Today. The co-founder of the Philadelphia Film Critics Circle, Stephen lives in suburban Philadelphia with his wife and two sons. Follow him on Twitter at @StephenSilver.