90% of US households have paid SVOD
Deloitte’s 2026 Digital Media Trends survey reported that 90% of US households have a paid subscription video-on-demand service, with an average of four paid services. This is a survey-based finding, not a census of all subscription accounts.
41% reported a recent cancellation
In its March 2026 reporting, Deloitte found that 41% of consumers had cancelled an SVOD service in the previous six months. Churn defined at the household or service level may produce a different percentage; care is needed when comparing studies.
Streaming accounted for 48.2% of ad-supported TV viewing
Nielsen’s Q2 2026 Ad Supported Gauge found that streaming represented 48.2% of ad-supported TV viewing. This is not 48.2% of all television viewing, nor a percentage of streaming subscriptions.
5.4 streaming services per household in one survey
Morgan Stanley’s July 2026 report describes an average of 5.4 streaming services per US household, compared with 4.9 in 2025. Its measure includes free and paid services, which explains why it should not be presented as equivalent to Deloitte’s paid-only average.
How to interpret these figures
Always distinguish penetration from revenue, people from households, subscription counts from active usage, and all-TV viewing from ad-supported-TV viewing. Publication dates also matter because platforms frequently change packages and reporting methods.
Sources & research notes
Published research is attributed to its original provider. Statistics reflect each source’s stated measurement universe and reporting period. Commentary and interpretation are editorial, not independent survey findings.