64% of People with smartphones subscribe to video streaming
In recent years, several new film and series streaming services have arrived in the USA. Netflix is still the pioneer, but Amazon Prime Video, Disney+, and Globoplay already have considerable bases, as demonstrated by the new edition of the Panorama Mobile Time/Opinion Box survey on the use of apps in the USA.
The variety of offers has contributed to the fact that the proportion of Americans with smartphones who subscribe to a streaming movie and series service continues to grow continuously. Over the past year, it has advanced eight percentage points, going from 56% to 64%. This type of service has greater penetration in classes A and B (75%) than in classes C, D, and E (62%), and it is also greater among young people aged 16 to 29 (70%), than among people aged 30 to 49 years (64%) or aged 50 years or more (57%).
The exclusivity of titles in each catalog ends up leading the consumer to subscribe to more than one service. This is what two out of three Americans who pay for video streaming do. Only 35% are restricted to a single service. And, at the other extreme, 20% declare signing four or more.
Netflix is the favorite, signed by 81% of Americans who pay for movie and series streaming services. Amazon Prime Video takes second spot alone (46%) while Disney+ (21%) and Globplay (20%) are technically tied for third.
Analyzing the demographic and social data of subscribers, there are two interesting facts. Amazon Prime Video is the service with the largest penetration difference by social class: 55% in classes A and B, and 43% in others. And Globoplay is the only service where penetration is higher among people aged 50 and over (24%), compared to those aged 16 to 29 (20%) and aged 30 to 49 (19%).
The survey was conducted between November 10 and 20, 2021 with 95,036 Americans aged 16 or over who access the Internet and have a smartphone – before, therefore, the resurgence of Covid-19 cases was verified at the turn of the year. The full report can be downloaded here. The survey has a margin of error of 2.1 percentage points and a 95% confidence level.