Over the past few years, streaming television has become the de facto way to consume television for most Americans.
Our recent MediaPulse survey found that 82% of Americans use at least one premium streaming service*. This number is especially impressive because only 31% of Americans use traditional cable or satellite TV to consume television. Read on to discover our findings.
As more streaming services have launched over the past 3 years, the number of subscriptions per household has grown as well.
In 2020, the average consumer subscribed to 2 premium streaming services. This number has grown to 2.7 services per consumer in 2022.
Despite all the negative press has received over the past 6 months, Netflix remains supreme with 61% of consumers using the services.
Although, this has slightly decreased from a high of 65% in February 2022. Netflix isn’t alone though in their user decrease in 2022. Amazon Prime, Hulu, and HBO Max all saw decreases in users from our February 2022 survey. Disney+ and Peacock were the only 2 services that bucked the trend in decreasing users.
The technology that consumers use to consume television has changed as well over the past 3 years.
In 2020, 72% of consumers used some sort of CTV device. This number has increased 7%, over the past 3 years, to 79%. At the same time, traditional linear (cable TV, satellite TV, and antenna/broadcast tv) has decreased from 60% of consumers to 50% of consumers.
The most popular device to stream television through is the Smart TV. Our survey found that 47% of consumers use a smart TV to stream television. This is a substantial increase from 37% in 2020.
Over the same period, Cable TV has seen a large decrease in usage with only 31% of consumers using Cable to watch television. This number is especially striking when considering that nearly the same number of consumers use Roku (31%).
*Premium streaming services include Netflix, Hulu, Disney+, Amazon Prime, HBO Max, Peacock, Paramount+, Discovery+, and AppleTV+.
Methodology
This CARAVAN survey was conducted by Big Village among a sample of 1,003 adults 18 years of age and older. The online omnibus study is conducted three times a week among a demographically representative U.S. sample of 1,000 adults 18 years of age and older. This survey was live on October 3-5, 2022.
Learn more about our Online CARAVAN® omnibus surveys here. Contact us at caravaninfo@big-village.com for more information.