U.S. SVOD Subs to Reach 208 Million


The number of SVOD subscriptions in the U.S. is forecast to increase from 132 million in 2017 to 208 million in 2023, according to new figures from Digital TV Research.

The North America OTT TV & Video Forecasts report estimates that 73.5 percent of TV households (88.5 million) will subscribe to at least one SVOD platform by 2023. The average SVOD household will pay for 2.35 SVOD platforms. This is compared to 55 percent of TV households (65.1 million) subscribing to at least one SVOD platform by end-2017. The average SVOD sub paid for 2.03 SVOD platforms by end-2017.

Simon Murray, principal analyst at Digital TV Research, said: “Our SVOD subscriber forecasts are gross. Many homes pay for more than one SVOD service. We believe that this proportion will rise as more platforms establish themselves.”

Murray continued: “Our SVOD forecasts include homes watching Amazon Prime Video as part of their Amazon Prime subscription. We have included half the Amazon Prime fee as an SVOD subscription to Amazon Video homes, even though homes are not directly paying for Amazon Video.”

Netflix is poised to remain in the top spot in terms of popularity with 67.3 million U.S. subscribers in 2023, up from 52.8 million in 2017. Amazon is expected to follow with 60.6 million subscribers, up from 45 million in 2017. Hulu will rank third, with 28.1 million, up from 16.5 million, then HBO Now with 7.9 million, up from 4.1 million.