In recent years, streaming services such as Netflix, Hulu and Amazon Prime have soared in popularity, turning into one of Americans' favorite ways to consume video content. With more digital media and entertainment options on offer to consumers than ever before, new research from Deloitte has shown just how mainstream Netflix and co really are across the U.S. today. On average, American households subscribed to three paid streaming services in late 2018, and notably, more U.S. households subscribed to a video streaming service than traditional pay TV for the first time ever.
Taking a closer look at the state of the shifting media landscape, 69% of households said they had a subscription to a streaming video service when the survey was conducted while 65% were paying for traditional TV. 41% were also subscribed to a music streaming service while 30% paid for access to a gaming service. In another ominous sign for cable TV, 88% of millennial households reported a video streaming subscription compared to just 51% for pay TV.
One of the primary reasons consumers are cutting the cord and flocking to video streaming is access to shows and movies they can't get anywhere else. Deloitte also found that 57% of paid streaming video consumers subscribed to access original content and that figure is even higher among millennials at 71%.
*Click below to enlarge (charted by Statista)
