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  • Writer's pictureRobert Eckelman

Nearly Every American Household Is Subscribed to Streaming Services. Streaming has become the standard



Nearly Every American Household Is Subscribed to Streaming Services. Streaming has become the standard

Streaming services have become the standard in American households, marking a significant shift in how entertainment is consumed. Traditional broadcast and cable TV are no longer the dominant forces they once were, as indicated by various sources, including the Nielsen gauge and other reputable research companies.


While exact percentages may vary, with numbers ranging from 88% to as high as 99% of households subscribing to streaming services, the overarching trend is clear:

streaming has become the norm.


According to a February 2024 article in Forbes, 99% of US households are subscribed to at least one streaming service, highlighting the widespread adoption of on-demand streaming platforms. This data is corroborated by a Kantar study from late 2023, which also indicates a remarkably high penetration rate, with 95% of American households having at least one streaming subscription, as per the Kantar Entertainment on Demand (EoD) study.

The Leichtman Research Group, Inc. (LRG) also contributes valuable insights, reporting that 88% of households in the United States subscribe to at least one streaming video service. Additionally, 53% of households are subscribed to four or more DTC streaming video services, showcasing the diverse range of options available to consumers.


This shift towards streaming not only reflects the popularity of on-demand content but also signifies a fundamental change in media consumption habits. Streaming services offer convenience, variety, and flexibility, allowing viewers to access a vast library of content tailored to their preferences. As streaming continues to evolve and innovate, it remains at the forefront of modern entertainment, redefining how we engage with media in the digital age.


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