Nearly three-quarters (71%) of TV households in the United States are expected to pay for at least one subscription video on-demand service by 2021, with the average subscriber paying for 1.5 services.
In North America overall, meanwhile, the number of SVOD subscribers – for movie and TV services only, no sports – is expected to top 112 million by the end of this year, a 19 million subscriber increase since 2015. Digital TV Research forecast that number will swell to 138 million by 2021, 104% of the total number of TV households in North America.
Simon Murray, Principal Analyst at Digital TV Research, said there will be 84 million primary SVOD users in the US by 2021, with another 43 million secondary subscriptions.
DTVR’s report, the North America SVOD Forecasts, includes some 60% of Amazon Prime subscribers as users of the Prime Instant Video service, attributing half the Amazon Prime fee to Amazon Video.
DTVR estimates the number of U.S. Amazon Prime Instant Video subs will reach 49 million by 2021, up from 30 million in 2015. Amazon Video is expected to start in Canada in 2017, which is expected to push the North American total to 51 million subscribers by 2021, with revenues nearing $2.49 million.
The researcher expects Netflix, meanwhile, to reach 59 million paying SVOD subscribers in North America by 2021, up from 53 million at end-2016. The U.S. will provide 52 million of the 2021 total.
Netflix’s North American SVOD revenues is forecast to increase from $5.36 billion in 2016 to $6.85 billion in 2021.
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