🇺🇸 Nearly 90% of US households have a subscription
Research by Parks Associates has shown that the US streaming market has reached near saturation, with advertising becoming the key driver of growth.
Key Figures:
✔️ 89% of internet-connected households subscribe to at least one streaming service.
✔️ 45% watch free, ad-supported streaming TV (FAST) services.
✔️ 59% of subscriptions to the eight largest SAVoD (Subscription Ad-Supported Video on Demand) services are for the cheaper, ad-supported tiers.
Experts emphasize that consumers no longer differentiate between content categories—they simply want seamless access. Internet Service Providers (ISPs) and Connected TV (CTV) platforms are now acting as the “gatekeepers” controlling this access.
Elizabeth Parks, President of Parks Associates, noted: “The real battle is shifting toward distribution, content discovery, and monetization. Advertising is becoming the primary growth engine for the video industry.”
