At 21%, Netflix currently holds the highest video streaming market share in the US, but it’s being chased by Prime Video at 19%. Learn about: The number of subscribers for all major video streaming services, and how are their revenues growing How many subscriptions does an average American household have What do users value the most about video streaming service Did you know an average American household has 5 subscriptions and pays around $55 per month for them? Learn more interesting facts down below. Video streaming services market share Video streaming services by subscribers Growth of video streaming services Video streaming industry Video streaming industry growth How many video streaming services does the average person have Video streaming subscriber behavior Video Streaming Statistics (Editor’s Picks) Netflix still holds the biggest market share in Q3 2022 in the US, but it has fallen by 6% compared to Q3 2021. HBO Max saw the biggest rise in market share from 10% to 15% in 2021/22. At 223.09 million users, Netflix has the highest number of paying subscribers, earning $29.7 billion in 2021. Disney+ gained 46.1 million subscribers from Q4 2021 to Q3 2022, which is the most out of all other video streaming services. Netflix, Hulu, and Disney+ earned an average of 2.5% less in Q3 2022 compared to Q2 2022, with Hulu continuously earning less every other quarter. The video streaming service market was worth $375.1 billion in 2021 and is expected to reach $444.3 billion by the end of 2022. An average American household is subscribed to 5 video streaming services, with 88% being subscribed to at least one. Video Streaming Services Market Share At 21%, Netflix holds the biggest video streaming market share in the US. However, Amazon Prime Video is breathing down Netflix’s neck at 19% of the market, which lost a lot of users at the beginning of 2022. The data is from the third quarter of 2022 and only represents the share in the United States. Here’s a more detailed view of the video streaming market growth share. StreamingserviceQ3 2022Q2 2022Q1 2022Q4 2021Q3 2021Q2 2021Netflix21%21%23%25%27%28%PrimeVideo19%20%19%19%21%20%Disney+15%14%13%13%14%14%HBO Max15%15%14%12%10%/Hulu10%10%11%13%13%13%Apple TV+7%6%5%5%4%/Paramount+4%4%4%3%//Showtime////2%/Other9%10%12%10%9%25%(MPN, CCN, EMH, tvtech, TheStreet) Netflix lost 2% of its US market share between Q3 2021 and Q3 2022. On the other hand, HBO Max saw the biggest rise in market share by 5% in the same time period. Here’s how much other video streaming services gained/lost market share in the same period: Streaming serviceMarket shareincrease/decreaseNetflix-6%Prime Video-2%Disney++1%HBO Max+5%Hulu-3%Apple TV++3%Other0%(MPN, tvtech) Netflix has a slightly higher share in Canada in Q3 2022, accounting for 25% of the market. Disney+ also has a stronger presence in Canada compared to the USA. Here are video streaming services market share in Canada: StreamingserviceMarket sharein CanadaNetflix25%Disney+20%Prime Video20%Crave16%Apple TV+4%Paramount+3%Other12%(CULT) Video Streaming Services by Subscribers Netflix has the highest number of global subscribers, counting 223.09 million users in Q3 2022. The company is expected to reach 227.59 million subscribers by the end of 2022. However, other video streaming service provides are getting near, with Amazon unofficially surpassing 200 million Prime users (Prime Video is included with a Prime subscription). The table compares the number of subscribers among all major video streaming platforms: Number ofsubscribersfrom Q3 2022to 2018Q3 20222021202020192018Netflix223.09million221.84million203.66million167.09million139.26millionPrimeVideon/a200+million200million150million125millionDisney+164.2million118.1million73.7million//Apple TV+75 million(data forQ1 2022)////HBO Max(+ HBO)94.9million(Discovery+included)73.8million61million//Paramount+46million32.8million11.7million//Hulu47.2million43.8million36.6million28.5million/(Netflix, Market Pulse, Disney, MPN 2, Warner, Paramount) Here’s a breakdown of HBO Max subscribers. Smaller video streaming services like Crunchyroll are also growing in the Anime category but they’re a niche of their own, so we didn’t include them in the comparison. Growth of Video Streaming Services Based on percentages, Paramount+ has the biggest year-to-year growth from Q3 2022 and 2018. However, looking at the actual number of subscribers gained by each streaming service in the past few years, Disney+ is currently on the rise. The table below shows the speed of subscriber growth for different video streaming services: Subscribergrowth fromQ3 2022to 2018Q3 2022202120202019Netflix+0.6%(+1.2 million users)+8.9%(+18.2 million users)+21.9%(+36.6 million users)+20%(+27.8 million users)PrimeVideon/a0%(the number ofusers stayedthe same)+33.3%(+50 million users)+20%(+25 million users)Disney++39%(+46.1 million users)+60.2%(+44.4 million users)//Paramount++40.2%(+13.2 million users)+180.3%(+21.1 million users)//Hulu+7.8%(+3.4 million users)+19.7%(+7.2 million users)+28.4%(+8.1 million users)/HBO Max(+ HBO)+28.6%(+21.1 millionusers, Discovery+included)+21%(+12.8 millionusers)//(Netflix, Market Pulse, Disney, MPN 2, Warner, Paramount) Netflix is currently growing the fastest in APAC (Asia-Pacific) region. However, it’s pretty much stagnating in other regions or even losing subscribers in the Americas, Europe, the Middle East, and Africa. The yearly growth of Netflix’s subscriptions, based on the world region. Netflix’susergrowthbased onregionGlobalNorthAmericaEMEALATAMAPACQ3 2022223.09million(+0.6%)73.39million(-2.4%)73.53million(-0.7%)39.94million(-0.05%)36.23million(+11%)2021221.84million(+8.9%)75.21million(+1.7%)74.04million(+11%)39.96million(+6.4%)32.63million(+28%)2020203.66million(+21.9%)73.93million(+9.3%)66.69million(+28.8%)37.54million(+19.5%)25.50million(+57.1%)2019167.09million(+20%)67.66million(+4.5%)51.78million(+36.9%)31.42million(+20.8%)16.23million(+39.8%)2018139.26million(+18.4%)64.76million(+10.8%)37.82million(+45.5%)26.01million(+31.9%)11.61million(+78.6%)2017117.58million58.42million26.00million19.72million6.50million(Netflix) Warner Bros. services (like HBO, HBO Max, and Discovery+) were the biggest earners among video streaming platforms in 2021, earning $35.6 billion) Revenue for Hulu and Disney+ is from subscriptions only, and it’s a sum of estimated revenues from all four quarters of a year, which were calculated from the number of subscribers and the average revenue per subscriber at that time. Also, Warner Bros. was only posting revenues between Q1 2021 and Q1 2022, after which the only revenue they post is the one from the DTC segment. Revenue growth of major video streaming services: Revenue growthof SVoD servicesQ3 2022202120202019Netflix$23.8 billion$29.7 billion(+18.8%)$25 billion(+24.4%)$20.1 billionHulu$1.6 billion$2.01 billion(+25.6%)$1.60 billion(+23.1%)$1.30 billionDisney+$1.9 billion$1.95 billion(+66.7%)$1.17 billion$147.3 million(only Q4 2019)HBO(Revenue fromall servicesunder HBO)$13.2 billion$35.6 billion(+26.8%)$6.09 billion(+4.8%)$5.81 billion(without HBO Max)Paramount(Revenue fromall servicesunder Paramount)$1.96 billion$3.68 billion(or $1.3 billionin Q4 2021$888 million(only Q4 2020)/Apple(Apple Music& Apple TV+)///$12.7 billion(Netflix, Disney, Paramount, Statista, Fierce Video) Disney+ and Hulu saw the biggest decrease in quarterly revenue by -4% and -3%, respectively. However, Netflix also saw a small decrease in revenue, with only Paramount+ managing to increase it by 5.4% in Q3 2022. Here’s a more detailed view of video streaming service revenues from Q3 2022 to Q1 2020: Before Q1 2021, Paramount didn’t disclose the Paramount+ revenue but a total revenue of all their video streaming services (SVoD), so for the purpose of this comparison, we left that data out. Furthermore, HBO Max owners can’t seem to make up their minds on how to report revenues. That’s why the revenues before Q2 2022 represent the total revenue from HBO, HBO Max, and Discovery+, whereas revenues after Q2 2022 show the revenue of the DTC segment. Revenue growthof SVoD servicesNetflixHuluDisney+Paramount+HBOMaxQ3 2022$7.93 billion(-0.5%)$523 million(-4%)$642 million(-3%)$708 million(+5.4%)$2.32 billion(+5.4%)Q2 2022$7.97 billion(+1.3%)$545 million(+3%)$662 million(+10.5%)$672 million(+14.9%)$2.2 billion(-74.7%)Q1 2022$7.87 billion(+2.1%)$529 million(-0.2%)$599 million(+4.7%)$585 million(+32%)$8.7 billion(-12.1%)Q4 2021$7.71 billion(+3.1%)$530 million(+4.7%)$572 million(+17.4%)$443 million(+22%)$9.9billion(+17.8%)Q3 2021$7.48 billion(+1.9%)$506 million(-1.5%)$487 million(+0.8%)$363 million(+19%)$8.4 billion(-4.5%)Q2 2021$7.34 billion(+2.5%)$514 million(+12.5%)$483 million(+16.9%)$305 million(+29%)$8.8 billion(+3.5%)Q1 2021$7.16 billion(+7.8%)$457 million(-4.4%)$413 million(+8.1%)$236 million$8.5 billionQ4 2020$6.64 billion(+3.3%)$478 million(+16.9%)$382 million(+14.7%)/Q3 2020$6.43 billion(+4.5%)$409 million(+11.7%)$333 million(+25.2%)/Q2 2020$6.15 billion(+6.6%)$366 million(+5.5%)$266 million(+40.7%)/Q1 2020$5.77 billion$347 million$189 million/(Netflix 2, Disney, Paramount 2) And while more users are subscribing to video streaming services, more are cutting the cord with cable TV. Video Streaming Industry The global video streaming market was worth $375.1 billion in 2021. And it’s expected to rise to $444.3 billion in 2022 and surpass the $1 trillion mark in 2027. The table shows the current and expected video streaming market worth: YearThe global videostreaming market size2018$38.56 billion2019$42.6 billion2020$61 billion2021$375.1 billion2022$444.3 billion2023$526.3 billion2024$623.3 billion2025$738.3 billion2026$874.5 billion2027$1.03 trillion2028$1.23 trillion2029$1.45 trillion2030$1.72 trillion(Precedence Research, FMI, Million Insights, AMR) North America’s video streaming service market was worth $162 billion in 2021. (Precedence Research) Video Streaming Industry Growth The video streaming industry had explosive growth between 2020 and 2021, raising its market worth by 514.9%. That’s likely due to the pandemic and people staying at home, having more time to watch shows and movies. Here’s how the industry’s growth between 2018 and 2021, with expected growth between 2022 and 2030: YearVideo streamingindustry growth2018/2019+10.5%2020+43.2%2021+514.9%2022+18.4%2023+18.4%2024+18.4%2025+18.4%2026+18.4%2027+17.8%2028+19.4%2029+17.9%2030+18.6%(Precedence Research, FMI, Million Insights, AMR) How Many Streaming Services Does the Average Person Have? On average, American households are subscribed to 5 video streaming services simultaneously. (Kantar) Even a survey from J.D. Power in 2021 showed that 57% of American households have 4 or more video streaming service subscriptions. Number ofsubscriptionsJune 2021December 2020April 2020110%13%16%215%18%22%318%18%22%414%17%16%512%11%10%69%8%6%7+22%13%8%(JD Power) 88% of American households are subscribed to at least one video streaming service as of June 2022. In 2021, around 82% of households were subscribed to at least one video streaming (SVoD) or DTC (direct-to-customer) service. YearPercentage of US householdssubscribed to at least onevideo streaming service202288%202182%(Kantar, LRG) In 2021’s survey, 78% of American households subscribed to at least one of the big 3 video streaming platforms: Netflix, Prime Video, or Hulu. The survey was conducted between 2,000 US households. The percentage of households subscribed to SVoD in increasing throughout the years: YearPercentage of US householdssubscribed to at least one of bigthree video streaming services202178%202078%201974%201659%(LRG) Out of 78% that had an SVoD subscription in 2021, 74% subscribed to more than one video streaming service. Compared to previous years: YearUS households subscribed to morethan one video streaming service202174%202070%201969%201647%(LRG) Video Streaming Subscriber Behavior To 65% of people, the cost of a video streaming service subscription is very important. Only 3% think it isn’t important at all. The survey had 1,031 respondents above the age of 18. The importance of monthly or yearly cost of live video streaming subscription: Importance of videostreaming subscription costPercentagethat agreeVery important65%Somewhat important27%Not that important5%Not important3%(Ipsos) A similar survey from Deloitte found that 49% of users would cancel their video streaming subscription if the price increased. (Deloitte) Almost half of the subscribers use a video streaming service if it has a specific show or movie. On the other hand, 4% don’t look for specific content. The survey had 1,031 respondents above the age of 18. Here’s how important it is for an SVoD (video streaming service) to have specific content: Importance of videostreaming service havinga specific contentPercentagethat agreeVery important46%Somewhat important41%Not that important8%Not important4%(Ipsos) Up to 69% of streaming service users agree there are too many services available. That’s why around 53% feel frustrated because they need to be subscribed to more than one service. The survey had 1,031 respondents above the age of 18. Here are some more things SVoD users agree with: Things that SVoD users thinkPercentagethat agreeFear of SVoD service gettingrid of their favorite content65%There’s an overwhelming amountof content in SVoD services58%I would accept paying $5 morea month for my SVoD service58%It’s getting hard to navigate throughall the content on my SVoD service55%I would accept paying $10 morea month for my SVoD service33%(Ipsos) A Deloitte survey from 2021 asked what would make SVoD service users cancel their subscriptions: Things that would make peoplecancel their subscription to SVoDPercentagethat agreePrice increase49%Removal of content they like31%Some other service thathas more likable content31%Another service that is cheaper29%Increase in anin-service advertisement17%(Deloitte) Out of 28% of Americans who use another person’s login info for a video streaming service, 77% got that login info from a close family member outside their household. Also, users under the age of 35 are the likeliest to share their login info. Actually, 84% of users aged 18 to 34 say it’s important to be able to share login info. Considering all SVoD users, only 43% think login info sharing is important. The survey had 1,031 respondents above the age of 18. (Ipsos) Up to 81% of SVoD users aged 18 to 34 watch content on devices other than TV. That includes smartphones, computers, tablets, etc. Here’s how many SVoD users watch content on non-TV devices based on age: Age groupHow many use non-TVdevices to watch SVoD18-3481%35-5459%55+25%(LRG) The average monthly spending on live video streaming services in American households increased from $38 in April 2020 to $55 in June 2021. YearAverage monthly spendingon video streaming servicesper American householdJune 2021$55December 2020$47April 2020$38(JD Power) 40% of American video streaming service users used a Smart TV app to stream content. However, they also used other devices to watch their favorite shows. This survey had 1,209 respondents. Here’s a table showing which devices are most popular for streaming video content: Devices used to watchvideo streaming contentJune 2021December 2020April 2020Smart TV app40%37%36%Computer/laptop28%25%29%Smartphone/tablet36%30%25%Roku32%31%25%Amazon Fire TV Stick/Cube26%23%20%Cable TV app14%12%13%Apple TV15%9%7%Chromecast/Ultra10%7%6%Nvidia Shield TV3%2%0.5%(JD Power) 84% of users strongly agree that the cost is the most important factor when signing in for a video streaming service. Here are all the most important things that users value in video streaming services: Things people find importantabout video streaming servicePercentagethat agreeCost84%Intuitive user experience81%Wide content selection79%Playback quality77%Speed of theuser interface74%Ease of findingthe desired content71%Wide device support58%Variety of streamingresolutions56%Ability to skip ads52%Ad-free option48%Ability to watchcontent offline40%Good menu suggestions38%Live content availability37%(Nielsen) 75% of Americans in Q1 2022 said it’s important for the video streaming service to have a good selection of comedy content. Second most important were drama and action genres at 71%. Table shows how important are specific genres on SVoD services for Americans: GenreVery importantNo opinionNot importantComedy75%8%18%Action71%8%21%Drama71%8%21%Documentaries64%9%27%Live TV60%10%30%Thrillers58%9%32%Sports48%10%42%Horror46%10%44%(Morning Consult) 63% of Hulu and 60% of HBO Max subscribers say that the amount of ads during streaming is reasonable. Discovery+ users are the most frustrated, with 25% saying the number of ads over there is unreasonable. Here’s how users of other video streaming platforms feel about ad quantity: Streamingon-demandplatformReasonablenumber ofadsUnreasonablenumber ofadsNoopinionHulu63%24%11%Discovery+63%25%12%HBO Max 60%18%22%Paramount+52%24%25%Peacock46%21%32%On-demand27%41%33%eMarketer Read more: Internet data usage facts Technology addiction data What’s the average screen time? What’s the kids screen time? Top wireless headphones for watching TV Conclusion These were the latest video streaming statistics. The market share is slightly shifting, with Netflix slowly losing its dominance, at least in the United States. Furthermore, you could see more and more households subscribed to SVoD services, with up to 5 subscriptions per household. Which video streaming services do you use, and why? Please let us know in the comments. Sources: MPN, MPN 2, CNN, EMH, tvtech, TheStreet, CULT, Netflix, Netflix 2, Market Pulse, Disney, Warner, Paramount, Paramount 2, Statista, Fierce Video, Precedence Research, FMI, AMR, Million Insights, Kantar, JD Power, LRG, Ipsos, Deloitte, Nielsen, Morning Consult, eMarketer Peter SusicPeter’s childhood interest in audio has grown into a full-blown quest to find the best headphones. He’s got many years of editor experience trying out numerous audiophile and consumer headphones. His words: “After many years, I can confidently say which ones are good and which ones are terrible.” Find his honest opinion in his reviews and guides.