Research from Nielsen estimates that 38 per cent of Americans now “use or subscribe to” Netflix – a significant increase on the 2012 figure of 31 per cent.

The findings from the US research and ratings firm also reveal that 18 per cent of Americans use Hulu, up 6 per cent on last year, with 12 per cent saying they use the free version and 6 per cent using the subscription-based Hulu Plus.

Thirteen per cent said they use Amazon Prime Instant Video, nearly double the 7 per cent who said so last year.

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