In July, 83% of US adults said their household has an Amazon Prime Video, Hulu, and/or Netflix subscription. That figure has surged over the past eight years, up from 47% in 2014.

Smart TVs are the most popular connected TV (CTV) device in the US, finding a home in 59% of households with these devices. Some 30% use Amazon Fire TV’s streaming sticks and boxes, while 28% use those of Roku.

During the 2022 midterm elections, more than $1 billion will be spent on OTT and CTV ads, research projects. With the right tools and approach, political marketers can capture opportunities within this growing landscape.

The elephant in the room propping up most of the figures in our recently released worldwide sub OTT user forecast is Netflix, the industry leader by a wide margin.

Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

Netflix is the top US streaming service when it comes to original content, with 38% of the country’s adults agreeing the platform offers the best selection of original shows and movies. Amazon Prime Video comes in second, trailing by a sizable margin with 11%, while Hulu and HBO Max rank third and fourth.

Netflix is forecast to spend more on original programming than ever before, splitting its global content budget almost evenly between that and licensing costs.