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State of the Screens

Comscore’s 2022 State of Streaming

By June 30, 2022No Comments

Last week: Nielsen’s Gauge

This week: Comscore’s 2022 State of Streaming

Flashback: 2021, 2019 and 2018

Big question #1: How many streaming households are in the U.S.?

Streaming households (YoY growth) according to Comscore:
1) 
2021  80.0M
2) 2022 85.7M ( 7%)

Monthly hours viewed per streaming household:
1) 2021  103
2) 2022  122 ( 19%)

Monthly days spent streaming per household:
1) 2021  18.1
2) 2022  21.3 ( 18%)

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Share of U.S. TV households who stream daily according to Leichtman Research Group:
1) 2012 – 4%
2) 2017 – 25%
3) 2020 – 40%
4) 2022 – 46%

Big question #2: What share of households still have traditional pay-TV?

Share of U.S. households with traditional pay-TV:
1) 2018 – 66%
2) 2019 – 64%
3) 2020 – 56%
4) 2021 – 51%
5) 2022 – 50%

Pay-TV status for U.S. TV households:
1) Traditional pay-TV – 50%
2) 
Cord-cutter – 38%
3) 
Cord-never – 12%

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Big question #3: How many streaming devices are in the U.S.?

Streaming devices in the U.S., according to Leichtman Research Group:
1) 2017 – 300M
2) 2022 – 500M ( 66%)

YoY growth rate for streaming devices by type:
1) Smart TVs –  48%
2) Streaming boxes/sticks –  14%
3) All streaming devices –  21%
4) Gaming consoles –  20%

Big question #4: Which smart TV manufacturers account for the largest share?

Top smart TV manufacturers:
1) Samsung – 26%
2) TCL – 15%
3) Vizio – 14%
4) LG – 11%
5) Hisense – 6%

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Big question #5: Which streaming services account for largest share of viewing time?

Streaming share of time spent by network:
1) Netflix – 29%
2) YouTube – 21%
3) Hulu – 12%
4) Amazon Prime Video – 9%
5) Disney+  4%

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Monthly hours watched per subscribed household:
1) Netflix – 43
2) YouTube – 39
3) Hulu – 33
4) Amazon Prime Video – 17
5) Disney+ – 13

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Big question #6: Are ad-free households still growing faster than ad-supported?

Quick answer: No.  Ad-supported households should surpass ad-free this year.

% change in reach by revenue model:
1) 
Ad-supported –  29%
2) 
Subscription –  21%

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Screen Wars Podcast: Comscore CEO Bill Livek Discusses The Renaissance of Cross-Platform Local Advertising

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.