The new study, which uses data collected in December 2016, focused on how more Americans are watching over-the-top content - or content that can be viewed on the internet without cable. Of those homes, Netflix reached 75 percent, YouTube was viewed in 53 percent of households, and Amazon reached 33 percent. The only one of Netflix's peers who managed to top it was Sling, which, despite a comparatively modest user base, has remarkable brand loyalty on its side. Hulu trailed behind at 17 percent.
Sling TV actually beats Netflix in engagement, with comScore's data showing the average Sling-subscribing household rounding up 47 hours of tube time a month, compared to Netflix's average of 28. Each household watched at least one streaming service for an average of 19 separate days during the month.
Another very important takeaway from the report is the fact that streaming services were no longer playing second fiddle to the traditional television.
ComScore didn't speculate why that was the case, but it's likely because Sling offers an experience that essentially mimics cable television. Sling TV subscribers instead may still be watching TV like usual, just in a different format - streamed online, not piped in through cable or satellite. Amazon Video comes in third. While also highlighting that in spite of Netflix remaining the overall single biggest OTA service, it is starting to face some stiff competition - due to the OTT expansion in general, coupled with a larger number of TV users turning to OTT services.
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Streaming services, like Netflix, are revolutionizing the way people consume video content. Netflix is number one on everything else, from Roku to game consoles and more. But YouTube is not too far behind, with 53% of those households using it.
Though it sometimes seems like Netflix is ubiquitous - it has been said to have been reaching US market saturation for some time - comScore argues that there's still room for growth.
More than 49 million Wi-Fi-connected households in the US use at least one of 11 streaming services.
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