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98% of U.S. Consumers Subscribe to at Least One Streaming Service

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98% of U.S. Consumers Subscribe to at Least One Streaming Service

2 Min Read

Consumer subscription services have been exponentially growing in popularity over the last few years. This is in part due to the large number of people interested in the convenience of having products and services accessible from the comfort of their home –– not to mention the past year’s health concerns related to going out to shop. And no subscription service industries have grown as much as streaming TV. A new survey from Brightback discovered that 98% of consumers now subscribe to at least one streaming media service, and 75% subscribe to two or more services. 

Of those streaming services seeing a bump in subscriber numbers, five companies are seeing the majority of the share –– 82.5% of CTV reach in the U.S. spread between Netflix, YouTube, Amazon Prime, Hulu and Disney+. But newly released ad-supported services are expected to shake things up and spread out the streaming subscriber pie, with the recently rebranded Paramount+, Peacock, and an upcoming ad-supported tier from HBO Max adding even more free content for streamers to watch. And as Connected TV continues to grow in popularity among consumers, advertisers are taking notice. With Connected TV advertising’s ability to drive trackable performance, advertisers are warming to its ability to generate measurable revenue and conversions. As the streaming television landscape evolves, so too will advertisers’ strategies on how to make the most of it.

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YouTube, Already a Connected TV Titan, Looks to Grow Even Further
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