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Video service usage by video segments Q4 2022 Available for: US, UK, Canada, Australia, Germany, France, Sweden, South Korea, Brazil

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This dataset contains survey data regarding video service usage across over 95 video consumer segments. It includes weekly, daily, and paid usage of the following services: Apple TV+, Amazon Prime Video, Disney+, Netflix, and YouTube Premium.

Usage data for following regional services are also available for the specified regions: 

US: Hulu, Paramount+ Premium, Discovery+, Starz, Sling TV, Showtime, HBO Max, Britbox, DIRECTV App, XFINITY Stream, ABC, CBS, NBC

UK: Now TV, BritBox, ITV Hub+, Paramount, Hayu, Virgin TV Anywhere, Discovery+, BBC iPlayer, All 4, My5, and Peacock.

Australia: Stan, BiNGE, Foxtel Now, Paramount+, Hayu, FoxTel Go, Yes TV By Fetch, abc iView, and Peacock.

Canada:, Crave TV, Discovery+, Paramount+, HBO Max, Hayu, Rogers Anyplace TV, and Fibe TV App.

Germany: Sky Ticket, Maxdome, Mubi, Hayu, Rakuten TV, TVNow, Sky Go, GigaTV app, HD+ Connect App, RTL+, and Peacock.

France: Canal Play, Cstream, NOWAVE, Salto, Rakuten TV, Orange TV, Box'n TV, myCanal, Reply TV, MYTF1, and 6play.

Sweden: C More Play, ViaPlay, HBO Nordic, Discovery+, HBO Max, Paramount+, Hayu, Rakuten TV, SVT Play, Canal Digital, Com Hem Play, and Telia Play.

South Korea: oksusu, Wavve, Olleh TV, U+ Mobile TV, OnDemandKorea, and KOCOWA.

Brazil: Looke, Clarovideo, HBO Max, Paramount+, Globoplay, Fox+, Azteca Live, and Discovery+.

Also included is ad-supported usage data for the following services (including usage data for FAST services):

US: Hulu (ad-supported), Paramount+ Essential, HBO Max with ads, Pluto TV, Tubi TV, Roku Channel, Peacock Free, and Sling Free.

UK: ITV Hub (with ads), Roku Channel, Pluto TV, and Peacock Free.

Australia: Tubi TV, SBS On Demand, 7plus, 10play, and Peacock Free.

Canada: Tubi TV.

Germany: Pluto TV, Peacock Free.

France: Pluto TV.

Sweden: Pluto TV.

South Korea: Paramount+ Essential

Brazil: Pluto TV.

Key benefits:

  • Inform your SVOD, AVOD, and FAST strategies
  • Understand the crossover ratios between different types of video consumer
  • Understand the ratios between weekly and daily active usage of video on demand services and see how this varies for different types of video consumer
  • Determine the optimum place to market your new TV show or movie
  • Discover which platforms are used by fans of different video genres

Examples of questions answered:

“Which streaming services are pay TV subscribers most likely to use?”

“Which streaming service should I partner with to sell my product?”

“Which SVOD services are most popular among the highest spending video consumers?”

“Is the audience for horror films more likely to be found on Netflix or Amazon Prime Video? How does that compare to anime?”

“How big is the overlap between Disney+ and AppleTV+ usage?”

Key segments included:

By demographics:

Age, gender, age within gender, and income.

By behaviour:

Binge viewers, streaming service subscribers, AVOD users, subscription households, linear TV viewers, live sports viewers, and viewers by device (including: computer, phone, tablet, TV set, games console, and multiple screens at once).

By time and money spent:

High and low TV versus streaming spenders, high and low time spent on TV versus streaming, TV versus streaming aficionados (high money spent, high time spent), collectors (high money spent, low time spent), forgotten fans (low money spent, high time spent), the passive majority (low money spent, low time spent), and high and low cinema spenders.

By service:

Weekly active users (WAUs), daily active users (DAUs), and paid users (where applicable) of: Amazon Prime Video, Apple TV+, Netflix, Disney+, YouTube Premium, Hulu, Discovery+, Starz, Sling, Showtime, HBO Max, BritBox, DirecTV, XFINITY Stream, Peacock Premium, ABC, CBS, NBC, Pluto TV. (note: services vary by country)

By fans of specific video genres:

Action, adult animation, anime, comedy, drama, factual, fantasy, horror, news, reality, sci-fi, sports, and thriller.

(note: services, companies and products vary by country)




This report is relevant to the following roles: