US to add more than 100 million SVOD subscribers

Despite fears of saturation, the US streaming market is set to add more than 100 million subscribers by 2027.

According to Digital TV Research, gross SVOD subscriptions in the US will climb from 354 million at the end of 2021 to 458 million in 2027. 

In terms of saturation, about 86% of TV households will subscribe to at least one SVOD platform by 2027. The average SVOD household will pay for 4.37 SVOD platforms by 2027.

While it will remain the largest player, Netflix is predicted to only add 2 million subscribers between 2021 and 2027. By contrast newer platforms Disney+, Paramount+ and HBO Max will add 12 million, 26 million and 31 million subscribers respectively.

Simon Murray, principal analyst at Digital TV Research, said: “Some claimed recently that the US SVOD market was at saturation point. Although we expect some deceleration for more established players, there is still plenty of growth to be had for the younger platforms such as Disney+, Paramount+ and HBO Max.”