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TV Tech
TV Tech
George Winslow

INSANE: Study streaming market is saturated but subscriptions continue to grow | Vintage Vibes

Prime Video Kantar United States Peacock Netflix
Remote and streaming content on a TV.

NEW YORK—Kantar has released a new study showing the U.S. streaming market has hit a saturation point, with the household penetration rate stagnating and at near universal levels. 

Streaming services were available in 95% of, or 123 million U.S. households, only growing 0.1% quarter-on-quarter, according to Kantar’s latest Entertainment on Demand (EoD) data on the US streaming market from January to March 2024.

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