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One-third of US adults are watching SVOD services less because of free alternatives

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: 32% of US adults are watching subscription video-on-demand (SVOD) services less because they are watching more on free streaming services, per a July 2023 Aluma Insights survey. For 34% of US adults, viewing behaviors across streaming services haven’t changed as a result of free streaming services.

Beyond the chart:

  • According to the same survey, 40% of US adults have increased their viewing time on free ad-supported streaming TV (FAST) services in the past year.
  • This year, FAST viewers will reach 100.6 million in the US, marking 4.5% growth YoY, according to our forecast.
  • The Roku Channel claims the largest share of FAST viewers, at 67.4%, followed by Tubi (64.4%) and Pluto TV (57.1%).

Use this chart:

  • Evaluate CTV advertising spend.
  • Balance SVOD and FAST investments.

More like this:

Note: Respondents were asked, "Because I'm watching more free streaming services, I'm spending less time watching..."

Methodology: Data is from an October 2023 Aluma Insights (formerly The Diffusion Group) survey of almost 1,900 US adults during July 2023. Respondents watch free video-on-demand (FVOD) or free live TV streaming services.