The majority of U.S. that have adopted streaming, 71%, subscribe to more than one SVOD service, according to a new report by Ampere Analysis.
Only 29% of streaming homes are now defined as “solos”—that is, subscribing to only one subscription video on demand (SVOD) service. That’s down from 41% in 2016. (Ampere describes homes with more than one SVOD service as “stackers.”)
Whether they’re solos or stackers, Netflix is usually included in the configuration of most U.S. household portfolios of SVOD services.
According to Ampere, 20% of U.S. homes are solos subscribing only to Netflix. The next most popular portfolio are stackers using both Netflix and Amazon Prime Video (14%). Nine percent combine Netflix with Hulu, 5% take Amazon only and 1% subscribe to only Hulu.
Notably, as Disney and WarnerMedia prepare major SVOD launches, Ampere said that the number of homes stacking four our more services has remained largely flat in recent quarters.
“As SVOD stacking slows rapidly, there is evidence that households have begun to curate their SVoD bundles,” wrote Toby Holleran, senior analyst at Ampere Analysis. “Will they find additional budget for future services, such as Disney+, or will they swap-out existing services? We know that Netflix has the highest satisfaction score of any U.S. TV service with Amazon and Hulu close behind—placing all three in relatively secure positions. This makes Disney+ most likely to displace the niche streaming services.”
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