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October 10, 2024With the rise of streaming platforms, many people have shifted away from traditional cable TV, turning instead to digital subscriptions for their entertainment needs. The variety of content available on streaming platforms has led to a significant increase in the number of services people subscribe to. In this blog, we’ll explore the findings from a recent survey that looked at how many streaming services people currently use, revealing trends based on factors like political affiliation, age, income, and ethnicity.
General
When asked about their streaming subscriptions, 82% of respondents reported subscribing to at least one service, illustrating the broad appeal of these platforms. The largest group, 30%, subscribes to four or more services, showcasing the tendency to use multiple platforms to access different content libraries. About 20% subscribe to exactly three services, while 19% use two. A smaller group, 14%, maintains just one subscription. On the flip side, 18% of respondents don’t subscribe to any streaming services, representing a notable minority amid the streaming boom.
Political
Streaming subscriptions vary noticeably by political affiliation. Democrats are the most likely to subscribe to four or more services, with 37%, compared to 27% of Republicans and 28% of Independents. Independents are the most likely to subscribe to three services (22%), while Republicans and Democrats fall slightly lower at 20% and 18%, respectively. Non-subscribers are more prevalent among Republicans and Independents, at 18%, compared to only 13% of Democrats.
Age
The number of streaming subscriptions also correlates with age. Younger respondents show a strong inclination toward multiple services, with 31% of those aged 18-24 and 34% of 25-34-year-olds subscribing to four or more platforms. This trend continues with 35-44-year-olds (36%), while only 16% of those aged 65 and older subscribe to four or more services. Non-subscribers increase with age, peaking at 38% among those aged 65 and older, compared to just 10% of those aged 18-24. Middle-aged individuals (45-64) are more evenly distributed, with 30% subscribing to four or more services and 19% having no subscriptions.
Income
Income plays a significant role in the number of streaming services people subscribe to. Higher-income individuals, particularly those earning $100,000 or more, are the most likely to have four or more subscriptions (42%). In contrast, only 22% of those earning under $20,000 subscribe to four or more services. Lower-income groups are also more likely to have no subscriptions, with 26% of those earning under $20,000 reporting no streaming services, while just 9% of those in the $100,000+ category fall into this group. Across all income brackets, the percentage of subscribers to one or two services remains relatively stable, ranging from 12% to 18%.
Ethnicity
The survey also highlighted differences in streaming service subscriptions across ethnic groups. African-American and Hispanic/Latino respondents are the most likely to subscribe to four or more services, with 35% and 34%, respectively, compared to 30% of Caucasians and 25% of Asians. Non-subscription rates are highest among Caucasians (20%), while only 8% of Hispanic/Latino respondents and 12% of African-Americans report not subscribing to any services. Asians lead in single-service subscriptions (20%), while Hispanic/Latino respondents are more likely to subscribe to three services (24%).
Panel Breakdown
Panel engagement with streaming services varies significantly. Panel E has the highest proportion of respondents subscribing to four or more services, at 40%, followed closely by Panel C at 35%. Panel T, on the other hand, has the fewest subscribers to multiple services, with just 20% in this category. Non-subscribers are most prevalent in Panel T (25%), while Panel E has the lowest percentage of non-subscribers at 12%. Panel H is fairly balanced, with 29% subscribing to four or more services and 17% with no subscriptions, while Panel L falls somewhere in the middle.
treaming services have become a dominant force in home entertainment, with many consumers subscribing to multiple platforms to satisfy diverse content preferences. As this shift continues, understanding the demographic and behavioral differences among subscribers helps shed light on viewing habits across the population.
At EMI, we focus on using high-quality data to ensure balanced and representative sampling across all demographics. Download The Sample Landscape: 2024 Edition to explore how panels differ and how their behaviors impact your data.
