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The Pulse: Streaming Wars

October 11, 2022

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+.


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 for more information.