More than 40% of U.S. homes subscribed to at least one streaming video service as of Nov. 2014, according to a Nielsen report published on March 11. Netflix was the most popular service with 36% penetration, followed by Amazon Instant Video (13%) and Hulu Plus (6.5%).
Nielsen's report also noted a strong relationship between age and whether or not a household subscribed to a streaming service. Generally, older households and households without children are less likely to have broadband or subscribe to a streaming video service. Only 21% of households with people younger than 35 don't have broadband.
Only 40% of millennials (ages 18-34) in the U.S. watch live TV each month, according to a Jan. 2015 survey from the Forrester research firm. Forrester notes that 55% of millennials and 73% of older Americans (ages 35-58) spend at least four hours per week in front of an actual TV.
Most Young People Say They Have Stopped Watching TV
The Forrester survey also found that 40% of millennials watch both free streaming and paid streaming video services each month, while 32% and 30% of older Americans watched a free and paid streaming video service respectively.
ComScore data published in October 2014 revealed that 24% of 18- to 24-year-olds do not have a traditional pay TV service. Of these people, 13% previously had pay TV service but later cut the cord while 11% have never subscribed to a pay TV service.
Good News, TV Guys: comScore Found Your Missing TV Watchers
An April 2014 survey published by Experian Marketing Services said that 7.6 million U.S. households, or 6.5% of all U.S. households, had cut the cord -- up 44% in the past three years. Ownership of an iPhone or iPad "noticeably increases the odds" that a household will cut the cord, Experian said.
Cross-Device Video Analysis - 2014 Report from Experian Marketing Services
Time Warner CEO Jeff Bewkes told the Wall Street Journal April 12 that HBO Now is key to future subscriber growth for the network. The WSJ reported that Bewkes' "toughest task" was to convince pay TV providers that an online version of HBO could attract cord cutters without cannibalizing their existing subscriptions. HBO Now launched on April 10.