30+ Video Streaming Services Market Share, Subscribers, Growth (Data 2024)

At 21%, Netflix 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
• How their revenues are growing
• How many subscriptions does an average American household have?
• What do users value the most about video streaming services?

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 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

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 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.

• 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:

• 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:

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:

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:

• 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.

• 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:

• 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.

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:

• 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:

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.

• 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.

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:

Out of 78% that had an SVoD subscription in 2021, 74% subscribed to more than one video streaming service.

Compared to previous years:

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:

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:

• 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:

• A Deloitte survey from 2021 asked what would make SVoD service users cancel their subscriptions:

• 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:

• The average monthly spending on live video streaming services in American households increased from $38 in April 2020 to $55 in June 2021.

• 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:

• 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:

• 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:

• 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:

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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