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Between H1 2020 and Q1 2021, the share of internet users who watched services like Amazon Prime Video and Netflix in the prior month climbed from 64.7% to 71.6%. Among those ages 16 to 24, 92.5% had viewed films or TV programs via SVOD. (It’s worth noting that Amazon Prime Video has cultivated the German market for years, taking advantage of a large national customer base for Amazon ecommerce.).

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Amazon Prime Video comes in second, trailing by a sizable margin with 11%, while Hulu and HBO Max rank third and fourth. Read the full article.

And for the first time, more than 80% of those polled had viewed subscription video-on-demand (SVOD) services like Netflix or Amazon Prime Video. Internet users ages 16 to 24 were the top viewers of streamed video and SVOD (96.2%). The same age-related pattern was evident in digital audio consumption.

The share of UK respondents viewing content via subscription video-on-demand (SVOD) services like Netflix or Amazon Prime Video took a sizable jump as well this year to 80.8%. Younger people were still in the vanguard here; 94.2% of internet users ages 16 to 24 had watched SVOD in the previous month. But—as in 2020—penetration was up YoY in every demographic, including 55- to 64-year-olds.

A more dramatic shift occurred with subscription video-on-demand (SVOD) services, such as Netflix and Amazon Prime Video. Between H1 2019 and H1 2020, penetration of paid-for video content rose by more than 12 percentage points. The leap was almost as large this year, with 70.5% of respondents in Q1 having watched SVOD in the month prior.

Penetration of subscription video-on-demand (SVOD) offerings, such as Netflix and Amazon Prime Video, rose sharply year over year, from 66.2% in H1 2020 to nearly 80% in Q1 2021. Usage was greatest (over 93%) in the 16-to-24 cohort; SVOD also reached more than 90% of internet users in high-income households.

Across Ireland, penetration of services like Netflix and Amazon Prime Video rose more than 7 percentage points during the year, to 86.6%. Youth was also a key indicator in this case; 97.4% of internet users ages 16 to 24 were SVOD viewers, compared with fewer than 60% of those 55 to 64. PC penetration remains high, but significantly lags smartphone ownership.

Much of the overall increase in time with subscription OTT video in 2020 resulted from strong growth in average time spent on three services last year: Hulu, which saw time spent increase by 39.1% YoY; Amazon Prime Video (29.0%); and Disney+ (20.4%). These services experienced an influx of new users because of the pandemic and respective bundling strategies employed by The Walt Disney Co. and Amazon.

These services include international providers like Netflix, Amazon Prime Video, Disney+, and Apple TV+, as well as local providers like Crave, CBC Gem, and Club illico. Netflix remains dominant in Canada: 68.3% of English-speaking internet users and 52.7% of those who spoke French reported using it in Q3 2020, per a GlobalWebIndex survey cited by the Canada Media Fund (CMF).

Nearly three-quarters (73.4%) of internet users also engaged with subscription video-on-demand (SVOD) services, such as Netflix and Amazon Prime Video. However, usage no longer correlated directly with age; in the youngest cohort, 89.1% were SVOD viewers, but penetration hit 92.4% among those ages 25 to 34. Consumption of music, podcasts, and other digital audio was relatively flat YoY.

Additionally, as of Q1, a phenomenal 90.3% of the sample had watched subscription VOD (SVOD) services like Amazon Prime Video in the month prior to polling. The share of respondents who owned a smart TV reached 66.6% in H1 2021, compared with 60.8% in H1 2020. As before, ownership correlated directly with higher income.

Usage of subscription video services, such as Amazon Prime Video and Netflix, also jumped by more than 10 percentage points, growing from 54.8% in H1 2020 to 65.6% in Q1 2021. TV viewing and video streaming still correlated directly with age. Fully 96.5% of respondents ages 16 to 24 streamed video in H1 2021, compared with 74.4% of those ages 55 to 64.

Most of the prominent sub OTT services, like Netflix, Disney+, and Amazon Prime Video, remain largely inaccessible to advertisers. As digital video takes time away from traditional TV, potential marketing time is lost as well.