Consumer appetite for content is going strong: Viewers watch 4 hours and 23 minutes on average per day. However, traditional TV viewing is declining while viewing of subscription video on demand (SVOD) services is growing. In fact, subscribing to a SVOD service is becoming the norm. Two-thirds of viewers now subscribe to at least one of the three big SVOD services (Netflix, Amazon, or Hulu). In fact, according to the Hub Entertainment Research Study, Decoding the Default, 38% of viewers subscribe to two or more of the “Big 3.”
Among SVOD subscribers, three-quarters report that Netflix was their first SVOD subscription. Currently 61% of viewers subscribe to Netflix, 36% to Amazon Prime, and 22% to Hulu.