Survey: Internet Streaming Now Firmly Established in U.S.

More than two-thirds of U.S. internet-connected (a.k.a. “broadband”) households now subscribe to a streaming service such as Netflix and about four out of ten (38 percent) subscribe to more than one service, according to new research from Dallas-based Parks Associates.

Looked at another way, Parks reports that 52 percent of internet households subscribe to pay-TV plus one or more streaming video services. Despite the popularity of streaming, the number of households that rely solely on streaming for their video entertainment remains relatively low at 17 percent. Likewise, the proportion of internet-connected households that have never subscribed to a pay-TV service is only 5 percent.

Meanwhile, Parks found that 15 percent of internet households have canceled a pay-TV service in favor of watching movies and TV programs on an internet-connected device. The research also shows that about one in 10 (8 percent) connected households have recently downgraded their pay-TV service and now supplement that experience with watching video on an internet-connected device.

When it comes to watching streaming video, TV is still the platform of choice with viewers watching internet-delivered content on the big screen 4.2 hours per week on average, which Parks says is at least 50 percent higher than time spent watching on PCs, smartphones, or tablets.

Over-the-air broadcast TV remains in the mix but for only 11 percent of internet households.