The number of SVoD subscriptions in the US will climb from 132 million in 2017 (111.5 per cent of TV households) to 208 million in 2023 (173.0 per cent of TV households), according to analyst firm Digital TV Research.

“Our SVoD subscriber forecasts are gross,” explained Simon Murray, Principal Analyst at Digital TV Research. “Many homes pay for more than one SVoD service. We believe that this proportion will rise as more platforms establish themselves.”

The North America OTT TV & Video Forecasts report estimates that 73.5 per cent of TV households (88.5 million) will subscribe to at least one SVoD platform by 2023. The average SVoD household will pay for 2.35 SVoD platforms.

This compares to 55.0 per cent of TV households (65.1 million) subscribing to at least one SVoD platform by end-2017. The average SVoD sub paid for 2.03 SVoD platforms by end-2017.

“Our SVoD forecasts include homes watching Amazon Prime Video as part of their Amazon Prime subscription,” added Murray. “We have included half the Amazon Prime fee as an SVoD subscription to Amazon Video homes, even though homes are not directly paying for Amazon Video.”

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