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 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.
| Streaming service | Q3 2022 | Q2 2022 | Q1 2022 | Q4 2021 | Q3 2021 | Q2 2021 |
|---|---|---|---|---|---|---|
| Netflix | 21% | 21% | 23% | 25% | 27% | 28% |
| Prime Video | 19% | 20% | 19% | 19% | 21% | 20% |
| Disney+ | 15% | 14% | 13% | 13% | 14% | 14% |
| HBO Max | 15% | 15% | 14% | 12% | 10% | / |
| Hulu | 10% | 10% | 11% | 13% | 13% | 13% |
| Apple TV+ | 7% | 6% | 5% | 5% | 4% | / |
| Paramount+ | 4% | 4% | 4% | 3% | / | / |
| Showtime | / | / | / | / | 2% | / |
| Other | 9% | 10% | 12% | 10% | 9% | 25% |
- 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 service | Market share increase/decrease |
|---|---|
| Netflix | -6% |
| Prime Video | -2% |
| Disney+ | +1% |
| HBO Max | +5% |
| Hulu | -3% |
| Apple TV+ | +3% |
| Other | 0% |
- 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:
| Streaming service | Market share in Canada |
|---|---|
| Netflix | 25% |
| Disney+ | 20% |
| Prime Video | 20% |
| Crave | 16% |
| Apple TV+ | 4% |
| Paramount+ | 3% |
| Other | 12% |
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 of subscribers from Q3 2022 to 2018 | Q3 2022 | 2021 | 2020 | 2019 | 2018 |
|---|---|---|---|---|---|
| Netflix | 223.09 million | 221.84 million | 203.66 million | 167.09 million | 139.26 million |
| Prime Video | n/a | 200+ million | 200 million | 150 million | 125 million |
| Disney+ | 164.2 million | 118.1 million | 73.7 million | / | / |
| Apple TV+ | 75 million (data for Q1 2022) | / | / | / | / |
| HBO Max (+ HBO) | 94.9 million (Discovery+ included) | 73.8 million | 61 million | / | / |
| Paramount+ | 46 million | 32.8 million | 11.7 million | / | / |
| Hulu | 47.2 million | 43.8 million | 36.6 million | 28.5 million | / |
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:
| Subscriber growth from Q3 2022 to 2018 | Q3 2022 | 2021 | 2020 | 2019 |
|---|---|---|---|---|
| Netflix | +0.6% (+1.2 million users) | +8.9% (+18.2 million users) | +21.9% (+36.6 million users) | +20% (+27.8 million users) |
| Prime Video | n/a | 0% (the number of users stayed the 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 million users, Discovery+ included) | +21% (+12.8 million users) | / | / |
- 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’s user growth based on region | Global | North America | EMEA | LATAM | APAC |
|---|---|---|---|---|---|
| Q3 2022 | 223.09 million (+0.6%) | 73.39 million (-2.4%) | 73.53 million (-0.7%) | 39.94 million (-0.05%) | 36.23 million (+11%) |
| 2021 | 221.84 million (+8.9%) | 75.21 million (+1.7%) | 74.04 million (+11%) | 39.96 million (+6.4%) | 32.63 million (+28%) |
| 2020 | 203.66 million (+21.9%) | 73.93 million (+9.3%) | 66.69 million (+28.8%) | 37.54 million (+19.5%) | 25.50 million (+57.1%) |
| 2019 | 167.09 million (+20%) | 67.66 million (+4.5%) | 51.78 million (+36.9%) | 31.42 million (+20.8%) | 16.23 million (+39.8%) |
| 2018 | 139.26 million (+18.4%) | 64.76 million (+10.8%) | 37.82 million (+45.5%) | 26.01 million (+31.9%) | 11.61 million (+78.6%) |
| 2017 | 117.58 million | 58.42 million | 26.00 million | 19.72 million | 6.50 million |
- 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 growth of SVoD services | Q3 2022 | 2021 | 2020 | 2019 |
|---|---|---|---|---|
| Netflix | $23.8 billion | $29.7 billion (+18.8%) | $25 billion (+24.4%) | $20.1 billion |
| Hulu | $1.6 billion | $2.01 billion (+25.6%) | $1.60 billion (+23.1%) | $1.30 billion |
| Disney+ | $1.9 billion | $1.95 billion (+66.7%) | $1.17 billion | $147.3 million (only Q4 2019) |
| HBO (Revenue from all services under HBO) | $13.2 billion | $35.6 billion (+26.8%) | $6.09 billion (+4.8%) | $5.81 billion (without HBO Max) |
| Paramount (Revenue from all services under Paramount) | $1.96 billion | $3.68 billion (or $1.3 billion in Q4 2021 | $888 million (only Q4 2020) | / |
| Apple (Apple Music & Apple TV+) | / | / | / | $12.7 billion |
- 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 growth of SVoD services | Netflix | Hulu | Disney+ | Paramount+ | HBO Max |
|---|---|---|---|---|---|
| Q3 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%) | $9.9 billion (+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 billion |
| Q4 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 | / |
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:
| Year | The global video streaming market size |
|---|---|
| 2018 | $38.56 billion |
| 2019 | $42.6 billion |
| 2020 | $61 billion |
| 2021 | $375.1 billion |
| 2022 | $444.3 billion |
| 2023 | $526.3 billion |
| 2024 | $623.3 billion |
| 2025 | $738.3 billion |
| 2026 | $874.5 billion |
| 2027 | $1.03 trillion |
| 2028 | $1.23 trillion |
| 2029 | $1.45 trillion |
| 2030 | $1.72 trillion |
- 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:
| Year | Video streaming industry growth |
|---|---|
| 2018 | / |
| 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% |
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 of subscriptions | June 2021 | December 2020 | April 2020 |
|---|---|---|---|
| 1 | 10% | 13% | 16% |
| 2 | 15% | 18% | 22% |
| 3 | 18% | 18% | 22% |
| 4 | 14% | 17% | 16% |
| 5 | 12% | 11% | 10% |
| 6 | 9% | 8% | 6% |
| 7+ | 22% | 13% | 8% |
- 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.
| Year | Percentage of US households subscribed to at least one video streaming service |
|---|---|
| 2022 | 88% |
| 2021 | 82% |
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:
| Year | Percentage of US households subscribed to at least one of big three video streaming services |
|---|---|
| 2021 | 78% |
| 2020 | 78% |
| 2019 | 74% |
| 2016 | 59% |
Out of 78% that had an SVoD subscription in 2021, 74% subscribed to more than one video streaming service.
Compared to previous years:
| Year | US households subscribed to more than one video streaming service |
|---|---|
| 2021 | 74% |
| 2020 | 70% |
| 2019 | 69% |
| 2016 | 47% |
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 video streaming subscription cost | Percentage that agree |
|---|---|
| Very important | 65% |
| Somewhat important | 27% |
| Not that important | 5% |
| Not important | 3% |
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 video streaming service having a specific content | Percentage that agree |
|---|---|
| Very important | 46% |
| Somewhat important | 41% |
| Not that important | 8% |
| Not important | 4% |
- 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 think | Percentage that agree |
|---|---|
| Fear of SVoD service getting rid of their favorite content | 65% |
| There’s an overwhelming amount of content in SVoD services | 58% |
| I would accept paying $5 more a month for my SVoD service | 58% |
| It’s getting hard to navigate through all the content on my SVoD service | 55% |
| I would accept paying $10 more a month for my SVoD service | 33% |
- A Deloitte survey from 2021 asked what would make SVoD service users cancel their subscriptions:
| Things that would make people cancel their subscription to SVoD | Percentage that agree |
|---|---|
| Price increase | 49% |
| Removal of content they like | 31% |
| Some other service that has more likable content | 31% |
| Another service that is cheaper | 29% |
| Increase in an in-service advertisement | 17% |
- 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 group | How many use non-TV devices to watch SVoD |
|---|---|
| 18-34 | 81% |
| 35-54 | 59% |
| 55+ | 25% |
- The average monthly spending on live video streaming services in American households increased from $38 in April 2020 to $55 in June 2021.
| Year | Average monthly spending on video streaming services per American household |
|---|---|
| June 2021 | $55 |
| December 2020 | $47 |
| April 2020 | $38 |
- 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 watch video streaming content | June 2021 | December 2020 | April 2020 |
|---|---|---|---|
| Smart TV app | 40% | 37% | 36% |
| Computer/laptop | 28% | 25% | 29% |
| Smartphone/tablet | 36% | 30% | 25% |
| Roku | 32% | 31% | 25% |
| Amazon Fire TV Stick/Cube | 26% | 23% | 20% |
| Cable TV app | 14% | 12% | 13% |
| Apple TV | 15% | 9% | 7% |
| Chromecast/Ultra | 10% | 7% | 6% |
| Nvidia Shield TV | 3% | 2% | 0.5% |
- 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 important about video streaming service | Percentage that agree |
|---|---|
| Cost | 84% |
| Intuitive user experience | 81% |
| Wide content selection | 79% |
| Playback quality | 77% |
| Speed of the user interface | 74% |
| Ease of finding the desired content | 71% |
| Wide device support | 58% |
| Variety of streaming resolutions | 56% |
| Ability to skip ads | 52% |
| Ad-free option | 48% |
| Ability to watch content offline | 40% |
| Good menu suggestions | 38% |
| Live content availability | 37% |
- 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:
| Genre | Very important | No opinion | Not important |
|---|---|---|---|
| Comedy | 75% | 8% | 18% |
| Action | 71% | 8% | 21% |
| Drama | 71% | 8% | 21% |
| Documentaries | 64% | 9% | 27% |
| Live TV | 60% | 10% | 30% |
| Thrillers | 58% | 9% | 32% |
| Sports | 48% | 10% | 42% |
| Horror | 46% | 10% | 44% |
- 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:
| Streaming on-demand platform | Reasonable number of ads | Unreasonable number of ads | No opinion |
|---|---|---|---|
| Hulu | 63% | 24% | 11% |
| Discovery+ | 63% | 25% | 12% |
| HBO Max | 60% | 18% | 22% |
| Paramount+ | 52% | 24% | 25% |
| Peacock | 46% | 21% | 32% |
| On-demand | 27% | 41% | 33% |
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
From a childhood fascination with sound, Peter’s passion has evolved into a relentless pursuit of the finest headphones. He’s an audio expert with over 5 years of experience in testing both audiophile and consumer-grade headphones. Quote: “After many years, I can confidently tell which headphones are good and which are terrible.” Find his honest opinion in his reviews.
