The U.S. streaming industry has reached the point of near saturation, with 123 million U.S. homes (95% of all homes) having at least one streaming VOD service in December of 2023, according to Kantar.
Kantar’s latest Entertainment on Demand (EoD) data on the US streaming market provides additional evidence that video streaming is at a near total market saturation level and that players will have to focus on sub retention, providing customers more value, FAST channels and international expansion for further growth.
