Based on data from Q4 2019 (before the COVID-19 pandemic), MIDiA Research reports that binge-viewing has eclipsed linear TV viewing in the U.S. to become the most common way consumers watch video content.
Q4 saw the U.S. launch of Disney+, which notched up a 12 percent weekly active use (WAU) in its first few weeks of operation. Netflix, in comparison, has a WAU penetration of 53 percent and Amazon Prime 29 percent. Netflix’s WAU is expected to come under pressure as Peacock and HBO Max launch in the U.S. this year.
The US Video Consumer Behaviour report also found that binge viewing hit a 49 percent penetration rate, just ahead of 48 percent for live TV.