Average U.S. Streaming Consumer Uses Seven Content Services

The NPD Group’s new TV Switching Study reports that the average U.S. streaming consumer is now using seven services to access content, up from five in April 2020.

“By and large, consumers want the ability to customize their viewing experience, bundling both paid and free services that provide them with the content they want, when they want it,” said John Buffone, executive director, industry analyst, within NPD’s Connected Intelligence practice.

More than 25 percent of engagement is driven by access to exclusive content on SVOD. That access is also leading consumers to switch services; in October, 21 percent reported lower engagement or subscription cancellations because other services were seen as offering better content, up from 14 percent in April.

Usage of free streaming services rose, from 39 percent of viewers in April to 47 percent in October.

“Amid COVID-related content production challenges, viewers are increasing the number of streaming services they use, as they seek to find content that captures their interest,” added Buffone. “Competition will become an even greater challenge for services. Both now, as viewers try more options and later as production ramps up, and each service gets new programming.”