DIGITAL & TRENDS

Streaming in the United

States
 Table of Contents

01 Overview Podcast format preference in the United States 2022, by generation 21

Digital Market Outlook: digital media revenue in selected countries 2022 03

04 Video streaming
Digital media revenue in the United States 2017-2027, by segment 04
Digital media users in the United States 2017-2027, by segment 05 Users of video-on-demand in the U.S. 2017-2027, by type 23

Digital media ARPU in the United States 2017-2027, by segment 06 U.S. consumer spending on digital home entertainment 2012-2022, by type 24

Internet users in the United States 2019-2028 07 Number of TV and video households in the U.S. 2022, by platform type 25
Time spent share on connected TV in the U.S. 2022, by platform type 26

02 Music streaming Screens for TV and video streaming in the U.S. and Canada 2022 27
SVOD services monthly subscription price in the U.S. 2022 28
Digital Market Outlook: digital music revenue in the U.S. 2017-2027, by format 09
Music streaming revenue in the U.S. 2010-2022 10
05 Market leaders
Music streaming revenue share in the U.S. 2009-2022 11
U.S. music industry - revenue distribution 2017-2022, by source 12 Common music services subscriptions in the U.S. 2022, by age 30

Digital Market Outlook: users of digital music in the U.S. 2017-2027, by format 13 Spotify's premium subscribers 2015-2023 31

Paid streaming music subscribers in the U.S. 2014-2022 14 Podcast providers in the United States 2022 32
Share of video streaming users monthly in the U.S. 2022, by platform 33

03 Podcasts Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2023 34
Number of Disney+ viewers in the U.S. 2022-2026 35
Podcast listening frequency in the U.S. in 2022 16
Number of Hulu's paying subscribers in the U.S. 2019-2023, by quarter 36
Podcast listening frequency in the U.S. in 2022. by age 17
Podcast listening penetration in the U.S. 2022, by generation 18
Americans who watched or listened to podcasts on their computer 2022, by income 19
Frequency of podcast news consumption in the U.S. 2022 20

1
CHAPTER 01

Overview
 Digital media revenue in selected countries worldwide in 2022 (in million
U.S. dollars)
Digital Market Outlook: digital media revenue in selected countries 2022

200,000

180,000 174,418.03

160,000
Revenue in million U.S. dollars

140,000

120,000 113,534.35

100,000

80,000

60,000 52,824.78

40,000
19,204.23 17,247.87
20,000

0
United States China Japan United Kingdom South Korea

3 Description: Comparing the five selected regions regarding the revenue in the digital media market, the United States is leading the ranking (174.4 billion U.S. dollars) and is followed by China with 113.5 billion U.S. dollars. At the other end of the spectrum is South
Korea with 17.2 billion U.S. dollars, indicating a difference of 157.2 billion U.S. dollars to the United States. Read more
Note(s): Worldwide, China, Japan, South Korea, United Kingdom, United States; Jan 1st to Dec 31st 2022; estimate
Source(s): Statista; Statista Digital Market Insights
 Digital media revenue in the United States from 2017 to 2027, by segment
(in billion U.S. dollars)
Digital media revenue in the United States 2017-2027, by segment

Video Games Video-on-Demand ePublishing Digital Music

300

250
Revenue in billion U.S. dollars

200

150

100

50

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

4 Description: The revenue is forecast to experience significant growth in all segments in 2027. As part of the positive trend, the indicator reaches the maximum value for all four different segments at the end of the comparison period. Particularly noteworthy is the
segment Video Games, which has the highest value of 124.68 billion U.S. dollars. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista Digital Market Insights
 Number of digital media users in the United States from 2017 to 2027, by
segment (in millions)
Digital media users in the United States 2017-2027, by segment

Video-on-Demand Video Games Digital Music ePublishing

230

210

190

170
Users in millions

150

130

110

90

70

50
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

5 Description: Over the last two observations, the number of users is forecast to significantly increase in all segments. As part of the positive trend, the indicator reaches the maximum value for all four different segments at the end of the comparison period.
Particularly noteworthy is the segment Video-on-Demand, which has the highest value of 217.25 million users. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista Digital Market Insights
 Digital media ARPU in the United States from 2017 to 2027, by segment (in
U.S. dollars)
Digital media ARPU in the United States 2017-2027, by segment

Video Games Video-on-Demand ePublishing Digital Music

700

600

500
ARPU in U.S. dollars

400

300

200

100

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

6 Description: Over the last two observations, the average revenue per user (ARPU) is forecast to significantly increase in all segments. This reflects the overall trend throughout the entire forecast period from 2017 to 2027. It is estimated that the revenue per user is
continuously rising in all segments. In this regard, the Video Games segment achieves the highest value of 643.59 U.S. dollars in 2027. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista Digital Market Insights
 Number of internet users in the United States from 2019 to 2028 (in
millions)
Internet users in the United States 2019-2028

345
340.46
336.6
335 332.51
Number of internet users in millions

328.16

323.56
325
318.66

313.6
315
308.6

305 301.78

294.53
295

285
2019 2020 2021 2022 2023 2024 2025 2026 2027 2028

7 Description: The number of internet users in the United States was forecast to continuously increase between 2024 and 2028 by in total 21.8 million users (+6.84 percent). After the ninth consecutive increasing year, the number of users is estimated to reach 340.46
million users and therefore a new peak in 2028. Notably, the number of internet users of was continuously increasing over the past years. Read more
Note(s): United States; 2019 to 2028; number of people in the country using the internet; * Forecast Source: Statista, based on ITU and national statistical offices Read more
Source(s): Statista
CHAPTER 02

Music streaming
 Digital music revenue in the United States from 2017 to 2027, by format
(in billion U.S. dollars)
Digital Market Outlook: digital music revenue in the U.S. 2017-2027, by format

Music Streaming Music Downloads

14

0.27
12 0.31
0.34
0.36
Revenue in billion U.S. dollars

0.39
10
0.44
0.6
8
0.76

6 12.03 12.45
0.87 11.54
10.94
1 10.2
1.08 9.23
4 8.45
7.34
5.44
2 4.59
3.92

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

9 Description: Significant fluctuations are estimated for all segments over the forecast period for the revenue. Only for the segment Music Streaming, a significant increase can be observed over the forecast period. Here, the revenue exhibits a difference of 8.53 billion
U.S. dollars between 2017 and 2027. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Revenue from music streaming in the United States from 2010 to 2022 (in
billion U.S. dollars)
Music streaming revenue in the U.S. 2010-2022

14 13.3
12.4
12

10.1
Revenue in billion U.S. dollars

10
8.9

8 7.4

5.7
6

4
4
2.4
1.9
2 1.4
1
0.5 0.7

0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

10 Description: Music streaming revenue has increased astronomically in the last six years alone - growing from 1.9 billion U.S. dollars in 2014 to 13.3 billion in 2022. Streaming has become a popular pastime for U.S.music fansanda major source of revenue for the
industry, though manytraditional consumerslament theresultingdecline of physical music formats.Physical CD shipmentshavedwindled, whilst digital music platforms are flourishing. Read more
Note(s): United States; 2010 to 2022
Source(s): RIAA
 Share of streaming in total music revenues in the United States from 2009
to 2022
Music streaming revenue share in the U.S. 2009-2022

90%
83% 83% 84%
79.5%
80% 75%

70% 65%

60%
51%
50%
Share

40%
34%

30% 27%
21%
20% 15%
9%
10% 7%
5%

0%
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

11 Description: In 2022, music streaming revenues in the U.S. accounted for 84 percent of total music revenue, showing incredible growth from the five percent share streaming made up of music revenues a decade ago. However, music streaming growth slowed down
significantly between 2019 and 2020, with an increase of less than five percent, compared to the ten percent growth seen between 2017 and 2018. Read more
Note(s): United States; 2009 to 2022
Source(s): RIAA
 Distribution of music industry revenue in the United States from 2017 to
2022, by source
U.S. music industry - revenue distribution 2017-2022, by source

2017 2018 2019 2020 2021 2022

90%
83% 83% 84%
79%
80% 75%

70% 65%

60%
Revenue share

50%

40%

30%

20% 17%
15%
12% 11% 11% 11%
10% 9% 8%
10% 6%
4% 3% 3% 3% 2% 2% 2% 2%
0%
Streaming Physical Digital downloads Synchronization

12 Description: Streaming accounted for 84 percent of the U.S. music industry's revenue in 2022, up from 79 percent three years earlier and marking an increase of nearly 20 percent from 2017. During the same time period, the share of revenue generated by digital
downloads more than halved. Read more
Note(s): United States; 2017 to 2022
Source(s): RIAA
 Number of digital music users in the United States from 2017 to 2027, by
format (in millions)
Digital Market Outlook: users of digital music in the U.S. 2017-2027, by format

Music Streaming Music Downloads

180
161.34
156.81
160 151.1
144.04
135.54
140
124.41
Number of users in millions

116.47
120
104.71
100 87.05
77.38
80 69.56

60 51.08 50.63 49.97 52.59 51.67

47.16 46.91 46.87 46.86 46.89 46.93

40

20

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

13 Description: The number of users is forecast to experience significant growth in all segments in 2027. Comparing the two different segments for the year 2027, the segment 'Music Streaming' leads the ranking with 161.34 million users. Contrastingly, 'Music
Downloads' is ranked last, with 46.93 million users. Their difference, compared to Music Streaming, lies at 114.41 million users. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Number of paid music streaming subscribers in the United States from 1st
half 2014 to 1st half 2022 (in millions)
Paid streaming music subscribers in the U.S. 2014-2022

100
90
90
82.1
80
Number of subscribers in millions

72.6
70

58.2
60

50
43.7

40
31.5
30
20.3
20

7.9 9.1
10

0
H1 2014 H1 2015 H1 2016 H1 2017 H1 2018 H1 2019 H1 2020 H1 2021 H1 2022

14 Description: In the first half of 2021, there were 90 million paid music streaming subscribers in the United States. Like revenues, subscriber numbers have been creeping up year by year, rising from 7.9 million in the first six months of 2014 to 90 million eight years
later. Read more
Note(s): United States; H1 2014 to H1 2022
Source(s): Rain News; RIAA
CHAPTER 03

Podcasts
 Frequency of podcast consumption among adults in the United States in
2022
Podcast listening frequency in the U.S. in 2022

50%
44%
45%

40%

35%
Share of respondents

30%

25%

20%
14% 13%
15%
11%
10% 8%
6% 5%
5%

0%
Once a day or more Several times a week Once a week Several times a month Once a month Less often than once Never
a month

16 Description: According to a study from 2022 on the frequency of podcast listening in the U.S., 11 percent said they listened to podcasts once a day or more while another 14 percent of respondents stated that they consumed podcasts several times a week. At the
same time, 44 percent said that they never listened to podcasts. Read more
Note(s): United States; October 13 to 20, 2022; 2,000 respondents; 18 years and older
Source(s): Vorhaus Advisors
 Frequency of podcast consumption among adults in the United States in
2022, by age group
Podcast listening frequency in the U.S. in 2022. by age

Once a day or more Several times a week Once a week Several times a month Once a month Less often than once a month Never
120%

100%
Share of respondents

80%

60%

40%

20%

0%
18-34 35-54 55+

17 Description: According to a study from 2022 on the frequency of podcast listening in the U.S., younger generations seem to be more interested in podcasts. When asked about their podcast consumption, half of the respondents aged 18 to 34 listened to podcasts once
a week or more often. Only 26 percent of respondents said they never listened to podcasts. At the same time, 60 percent of respondents aged 55 or older have never listened to a podcast. Read more
Note(s): United States; October 13 to 20, 2022; 2,000 respondents; 18 years and older
Source(s): Vorhaus Advisors
 Share of adults who said they listened to a podcast at least once in the
past month in the United States in 2022, by generation
Podcast listening penetration in the U.S. 2022, by generation

June 2022 July 2022 August 2022 September 2022 October 2022 November 2022 December 2022
70%

60%

50%
Share of respondents

40%

30%

20%

10%

0%
U.S. adults Baby boomers Gen X Gen Z Millennials

18 Description: According to a study on podcast consumption in the United States in 2022, the generation with the highest penetration rate was the group of millennials with 59 percent of respondents stating that they had listened to a podcast within the last month in
December 2022. The format also proofed to be popular among Gen Z in 2022, with 63 percent of respondents saying that they had consumed a podcast within the last month in October. However, the survey also showed that the format was not [...] Read more
Note(s): United States; June to December 2022; 2200 respondents; 18 years and older
Source(s): Morning Consult
 Share of household members in the United States who watched or
listened to podcasts on their computer in 2022, by income
Americans who watched or listened to podcasts on their computer 2022, by income

30%

25%
25%

20%
Share of respondents

18%
17%

15%

10%

5%

0%
High income Medium income Low income

19 Description: The statistics shows the share of Americans who watched or listened to podcasts on their computer in the last four weeks as of 2022. The results were sorted by income tier. In 2022, 25 percent of respondents who stated their income was high said they
watched or listened to podcasts on their computer in the past four weeks. Read more
Note(s): United States; four waves from 03 January 2022 to 16 December 2022; 59934 respondents; 18-64 years
Source(s): Statista Consumer Insights
 Frequency of using podcasts as a source of news among adults in the
United States as of August 2022
Frequency of podcast news consumption in the U.S. 2022

60%
56%

50%
Share of respondents

40%

30%

20%

10% 10%
10% 8%
6% 6%
4%

0%
Daily A few times per week Once per week A few times per Once per month Less often than once Never
month per month

20 Description: According to a survey held in the United States in August 2022, podcasts were not a popular news source, with 56 percent of respondents saying that they never used podcasts for news. However, six percent did so every day, and 10 percent did so once or
several times per week, suggesting that news podcasts do have a certain degree of potential to expand their audiences, and this is particularly true among younger consumers. Read more
Note(s): United States; August 11 to 17, 2022; 4,421 respondents; 18 years and older
Source(s): Morning Consult
 Preferred podcast format with or without video in the United States as of
October 2022, by generation
Podcast format preference in the United States 2022, by generation

Share of respondents

Listening with video Listening without video

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

32%
All U.S. adults
26%

42%
Gen Z
28%

43%
Millennials
30%

28%
Gen X
31%

25%
Baby boomers
21%

21 Description: In October 2022, a survey on podcast consumption in the United States, showed that among all generations except Gen X, podcasts with video were the preffered format. While among the generation of millennials 43 percent of respondents stated that
they preferred a podcast with video, Gen X was more leaning towards no video with 31 percent of respondents stating that they favoured podcasts without video. Read more
Note(s): United States; October 29 to 31, 2022; 2,202 respondents; 18 years and older
Source(s): Morning Consult
CHAPTER 04

Video streaming
 Number of video-on-demand users in the United States from 2017 to 2027,
by type (in millions)
Users of video-on-demand in the U.S. 2017-2027, by type

Video Streaming (SVoD) Pay-per-View (TVoD) Video Downloads (EST)

200

180

160
Number of users in millions

140

120

100

80

60

40

20

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027

23 Description: The number of users is forecast to experience significant growth in all segments in 2027. However, it is evident that the growth of all three segments decelerates during the later stages of the forecast period. Specifically, the segment Video Downloads
(EST) shows the smallest increase at 2027, with a value of 0.2 million users. Read more
Note(s): United States; 2017 to 2027
Source(s): Statista; Statista Digital Market Insights
 Consumer spending on digital home entertainment in the United States
from 2012 to 2022, by type (in billion U.S. dollars)
U.S. consumer spending on digital home entertainment 2012-2022, by type

Electronic sell-thru Video-on-demand Subscription streaming*

35
Consumer spending in billion U.S. dollars

30

25

20

15

10

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

24 Description: Consumer spending on digital home entertainment in the United States amounted to over 34 billion U.S. dollars in 2022. SVOD spending grew by around 4.5 billion U.S. dollars between 2021 and 2022, reflecting the consistent and growing demand for
content available on platforms using this model. Read more
Note(s): United States; 2012 to 2022; preliminary figures; *Figures for 2012 to 2016 refer to paid subscribers only and do not include SVOD bundled with other services. As of 2017, figures show SVOD including bundled and unbundled services, [...] Read more
Source(s): Digital Entertainment Group; Omdia
 Number of households using selected TV and video platform types in the
United States in 3rd quarter 2022 (in millions)
Number of TV and video households in the U.S. 2022, by platform type

120

105.5

100
Number of households in millions

80
68.4

60

40
30.9

18.7
20 14.5

0
SVOD Traditional pay TV FAST Over-the-air TV vMVPD

25 Description: Subscription video-on-demand was the most popular platform for U.S. households watching video content in the third quarter of 2022, with over 105 million households using services such as Netflix, Amazon Prime Video, and Disney+. Traditional pay TV
came in second place, followed by free ad-supported streaming TV services. Read more
Note(s): United States; Q3 2022
Source(s): nScreenMedia
 Distribution of time spent viewing connected TV in the United States in 1st
and 2nd quarter 2022, by platform type
Time spent share on connected TV in the U.S. 2022, by platform type

Q1 2022 Q2 2022
60%

50% 48%

42%
40%
Share of time spent

33%
29%
30%

20%

9% 8% 8% 8%
10% 7%
6%

0%
Ad-supported SVOD vMVPD MVPD Other

26 Description: In the second quarter of 2022, Americans spent most of their time watching connected TV apps on ad-supported services, with a share of 48 percent. Subscription video-on-demand (SVOD) was the second most popular platform type among CTV users.
While ad-supported services were growing in popularity among CTV users between the first and second quarter of 2022, the share of time spent watching SVOD content on CTV devices declined during this time period. Read more
Note(s): United States; Q1 and Q2 2022; 5,000 households
Source(s): TVision Insights
 Screens for streaming AVOD, SVOD, vMVPDs and pay TV in the United
States and Canada in 4th quarter 2022
Screens for TV and video streaming in the U.S. and Canada 2022

AVOD vMVPDs SVOD Pay TV

80%

70% 66.7%
62%
58.2%
60%
Share of respondents

50%
44.5%

40%

30%
20.5%
20% 17.6% 17.4%
15.5% 14.4%
13.8% 12.3% 13.7%
11.4% 11.9% 10.5% 9.5%
10%

0%
TV Phone Computer (laptop or desktop) Tablet

27 Description: In the U.S. and Canada, the respondents of a survey conducted in the fourth quarter of 2022 stated that their favorite screen to watch content on AVOD, vMPVDs, SVOD, and pay TV services was television. For instance, 62 percent of people with a video-
on-demand subscription chose television. By contrast, tablet was the least used device, with around 10.5 percent of respondents. Read more
Note(s): Canada, United States; Q4 2022; 4,493 respondents; 18 years and older; respondents who view the respective type of content
Source(s): TiVo
 Monthly costs of streaming services in the United States as of November
2022, by service and plan
SVOD services monthly subscription price in the U.S. 2022

Price in U.S. dollars

0 2 4 6 8 10 12 14 16 18 20 22

Netflix - Basic with ads 6.99

Netflix - Basic 9.99

Netflix - Standard 15.49

Netflix - Premium 19.99

HBO Max - Ad-supported 9.99

HBO Max - Ad free 14.99

Amazon Prime Video - Standalone subscription 8.99

Amazon Prime Video - Full subscription 14.99

Hulu - Ad-supported 7.99

Hulu - Ad free 14.99

Disney+ - Ad-supported 7.99

Disney+ - Ad free 10.99

Showtime OTT - Ad free 10.99

Paramount+ - Ad-supported 4.99

Paramount+ - Ad free 9.99

28 Description: Netflix had the most expensive subscription plan among video streaming services in the U.S., with its ad-free premium tier costing just under 20 U.S. dollars per month as of November 2022. By contrast, the streaming giant`s most basic plan supported
with ads cost subscribers nearly seven U.S. dollars on a monthly basis. Discovery+ and Paramount+ were priced lower than the larger, more established SVOD providers like Amazon, Netflix, and Disney, with the latter recently increased [...] Read more
Note(s): United States; November 2022
Source(s): Variety
CHAPTER 05

Market leaders
 Music services subscribed to in the United States in 2022, by age group
Common music services subscriptions in the U.S. 2022, by age

18-34 35-54 55+ Total

Youtube 43% 40% 11% 28%
Spotify 48% 31% 8% 25%
Amazon Music 23% 28% 14% 21%
Pandora 25% 27% 12% 20%
Apple Music 29% 20% 5% 16%
SoundCloud 10% 4% 1% 4%
Tidal 8% 5% 0% 4%
None of these 13% 24% 63% 38%

30 Description: According to a study from 2022 on music streaming services, YouTube was the most popular service among 35 to 54 year-olds. The younger generation, aged between 18 and 34, preferred to subscribe to Spotify. Read more
Note(s): United States; October 13 to 20, 2022; 2,000 respondents; 18 years and older
Source(s): Vorhaus Advisors
 Number of Spotify premium subscribers worldwide from 1st quarter 2015
to 1st quarter of 2023 (in millions)
Spotify's premium subscribers 2015-2023

250

205 210
195
200 188
180 182
Paying subscribers in millions

172
165
155 158
150 144
138
130
124
108 113
96 100
100 87
83
71 75
59 62
48 52
50 36 40
28 30
22 24
18

0
15

15

15

15

16

16

16

16

17

17

17

17

18

18

18

18

19

19

19

19

20

20

20

20

Q 21

Q 21

Q 21

Q 21

Q 22

Q 22

Q 22

Q 22
23
20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20

20
1

1
Q

Q
31 Description: As of the first quarter of 2023, Spotify had 210 million premium subscribers worldwide, up from 182 million in the corresponding quarter of 2022. Spotify`s subscriber base has increased dramatically in the last few years and has more than doubled since
early 2017. Read more
Note(s): Worldwide; Q1 2015 to Q1 2023
Source(s): Spotify
 Preferred podcast providers among adults in the United States as of
October 2022
Podcast providers in the United States 2022

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35%

YouTube 33%

Spotify 24%

Apple Podcasts 12%

Pandora 7%

iHeartRadio 6%

Other 4%

SiriusXM 4%

None of the above 4%

Stitcher 1%

32 Description: In October 2022, 33 percent of Americans used YouTube to access podcasts, making it the most popular platform for adults in the United States. Slightly less popular was Spotify, with just 24 percent of respondents in the survey naming it their preferred
choice of provider. Read more
Note(s): United States; October 29 to 31, 2022; 1,172 respondents; 18 years and older
Source(s): Morning Consult
 Share of adults using selected video streaming services at least once in the
past months in the United States in 2022
Share of video streaming users monthly in the U.S. 2022, by platform

Share of respondents

Gen Z adults All adults

0% 10% 20% 30% 40% 50% 60% 70% 80%

Netflix ad-free 73%

51%
Hulu with ads 52%
35%
Prime Video 49%
47%
Disney+ ad-free 48%
31%
Hulu ad-free 47%
31%
HBO Max ad-free 45%
30%
HBO Max with ads 39%
25%
Netflix with ads 38%
33%
Peacock (free tier with ads) 37%
34%
Paramount+ ad-free 35%
25%
Paramount+ with ads 34%
27%
Disney+ with ads 34%
26%
Peacock Premium 33%
26%
Apple TV+ 33%
20%

33 Description: The most watched video streaming platform among U.S. adults was the ad-free version of Netflix, with over half of respondents to a 2022 survey using it at least once in the month prior to the survey period. The SVOD offer was even more popular among
Gen Z adults, with around three in four consumers saying they watched content via Netflix's ad-free plan. While Hulu with ads was the second most used video streaming platform among this generation, the survey found that Amazon [...] Read more
Note(s): United States; June to December 2022; 2,210 respondents; 18 years and older
Source(s): Morning Consult
 Number of Netflix paying streaming subscribers in the United States and
Canada from 1st quarter 2013 to 2nd quarter 2023 (in millions)
Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2023

80

70

60
Subscribers in millions

50

40

30

20

10

0
2 3
3 3
4 3
1 3
2 4
3 4
4 4
1 4
2 5
3 5
4 5
1 5
2 6
3 6
4 6
1 6
2 7
3 7
4 7
1 7
2 8
3 8
4 8
1 8
2 9
3 9
4 9
1 9
2 0
3 0
4 0
1 0
2 1
3 1
4 1
1 1
2 2
3 2
4 2
1 2
2 3
23
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
Q 01
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34 Description: Netflix reported 75.57 million paid streaming subscribers across the United States and Canada in the Second quarter of 2023. This marked a decline of about two million compared with the same quarter of the previous year. Read more
Note(s): Canada, United States; Q1 2013 to Q2 2023; excluding free trials
Source(s): Netflix
 Number of Disney Plus viewers in the United States from 2022 to 2026 (in
millions)
Number of Disney+ viewers in the U.S. 2022-2026

180

160 152.8
145.2
140 134
Number of viewers in millions

122
120 109.8

100

80

60

40

20

0
2022 2023 2024 2025 2026

35 Description: The number of Disney+ viewers in the United States is expected to increase in the upcoming years, reaching 152.8 million by 2026. By comparison, the streaming service, which announced the introduction of an ad-supported tier starting in December
2022, was estimated to have nearly 110 million U.S. viewers by the end of 2022. Read more
Note(s): United States; February 2022; forecast
Source(s): eMarketer; Insider Intelligence
 Number of Hulu's paying subscribers in the United States from 1st quarter
2019 to 3rd quarter 2023 (in millions)
Number of Hulu's paying subscribers in the U.S. 2019-2023, by quarter

60

50 47.2 48 48.2 48.3

45.3 45.6 46.2
Number of subscribers in millions

42.8 43.8
41.6
39.4
40 36.6
35.5
32.1
30.4
30 27.9 28.5
25.2
22.8

20

10

0
Q1 2019Q2 2019Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Q3 2022Q4 2022Q1 2023Q2 2023Q3 2023

36 Description: In the third quarter of 2023, the Walt Disney Company reported that Hulu had 48.3 million paid subscribers, up from 46.2 million in the corresponding quarter of the previous fiscal year. Hulu has several different pricing plans to cater to varying consumer
preferences, with the most basic option including ads costing 7.99 dollars per month and the priciest monthly subscription package fixed at 17.99 dollars (without ads) beginning October 2023. In addition to that, several bundle options [...] Read more
Note(s): United States; December 2018 to July 1, 2023; fiscal year ends late September/early October of the corresponding calendar year
Source(s): Walt Disney
 Sources

Digital Entertainment Group

eMarketer
Insider Intelligence
Morning Consult
Netflix
nScreenMedia
Omdia
Rain News
RIAA
Spotify
Statista
Statista Consumer Insights
Statista Digital Market Insights
TiVo
TVision Insights
Variety
Vorhaus Advisors
Walt Disney

37