In October 2021, and together with Whip Media, we conducted what we think is the world’s biggest-ever survey on binge-watching. 

32,741 respondents across seven countries – France, Germany, Italy, Spain, Sweden, the UK and the USA – told us about their viewing habits: how often they binged, the types of content they binged on, whether they binged alone or with friends and family and whether they preferred all episodes of new seasons of shows to be released en masse or, say, weekly. We published our findings in a whitepaper – The OTT Binge-Watching Phenomenon

As part of our questionnaire, we also asked our participants about the OTT products that they used in their own countries. Each person was presented with a list of up to 17 free, AVOD and SVOD services – local, national and international – and here are the results.

Note: Amazon Video, Apple TV+, Disney+ and Netflix were the only four services that were present in all of our countries. 

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#1. France

6,201 respondents.

  • 63% aged 18-25
  • 27% aged 26-35
  • 7% aged 36-45
  • 2% aged 46-55
  • 1% aged 55+

OTT Services in France used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  94.6%
Amazon Prime Video  67.0%
Disney+  57.8%
MyTF1  35.6%
6play  31.4%
Canal+ VOD  19.0%
OCS  17.2%
Apple TV+  11.3%
Molotov TV  11.1%
Arte  10.4%
Salto  7.1%
Rakuten TV  3.6%
Pluto TV  1.6%
BrutX  0.9%

#2. Germany

1,798 respondents.

  • 55% aged 18-25
  • 31% aged 26-35
  • 10% aged 36-45
  • 4% aged 46-55
  • 1% aged 55+

OTT Services in Germany used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  96.10%
Amazon Prime Video  83.00%
Disney+  66.80%
Sky Ticket  19.40%
TV Now Premium  16.70%
Apple TV+  13.70%
Joyn+  9.60%
DAZN  9.10%
Rakuten TV  3.40%
Pluto TV  1.80%

#3. Italy

9,160 respondents.

  • 65% aged 18-25
  • 28% aged 26-35
  • 4% aged 36-45
  • 2% aged 46-55
  • 1% aged 55+

OTT Services in Italy used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  87.80%
Amazon Prime Video  81.30%
Disney+  46.90%
RaiPlay  46.20%
Mediaset Play Infinity  20.50%
DAZN  14.20%
Apple TV+  7.70%
Discovery+  6.00%
Rakuten TV  4.30%
Pluto TV  0.10%

#4. Spain

6,413 respondents.

  • 41% aged 18-25
  • 35% aged 26-35
  • 16% aged 36-45
  • 7% aged 46-55
  • 1% aged 55+

OTT Services in Spain used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  91.20%
Amazon Prime Video  84.70%
Disney+  57.80%
Movistar Plus  37.70%
RTVE alacarta  20.40%
Apple TV+  12.80%
Atresplayer Premium  11.30%
Pluto TV  7.50%
Rakuten TV  3.20%
Discovery+  1.00%

#5. Sweden

750 respondents.

  • 35% aged 18-25
  • 38% aged 26-35
  • 16% aged 36-45
  • 8% aged 46-55
  • 3% aged 55+

OTT Services in Sweden used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  95.50%
Disney+  70.70%
SVT Play  61.50%
Viaplay  56.40%
HBO Nordic  53.30%
TV4 Play  36.50%
C more  34.90%
Amazon Prime Video  27.20%
Dplay  25.70%
Apple TV+  16.40%
Paramount+  4.10%

#6. UK

2,915 respondents.

  • 43% aged 18-25
  • 32% aged 26-35
  • 16% aged 36-45
  • 7% aged 46-55
  • 2% aged 55+

OTT Services in the UK used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  94.30%
Amazon Prime Video  77.20%
Disney+  60.40%
BBC iPlayer  57.20%
All4  42.30%
ITV Hub  42.10%
Apple TV+  23.90%
My5  20.70%
NOW  17.00%
UKTV Play  10.30%
discovery+  6.70%
Britbox  4.40%
Rakuten TV  4.40%
Pluto TV  2.90%
Shudder  1.90%
BFI Player  1.20%
Acorn TV  1.00%

#7. USA

5,504 respondents.

  • 29% aged 18-25
  • 32% aged 26-35
  • 21% aged 36-45
  • 12% aged 46-55
  • 6% aged 55+

OTT Services in the USA used by our Respondents

OTT Service Used by what percentage of our sample
Netflix  95.20%
Amazon Prime Video  80.70%
Hulu  75.70%
Disney+  72.30%
HBO Max  63.80%
Peacock  39.60%
Apple TV+  39.00%
Paramount+  35.90%
Roku Channel  16.30%
Tubi  15.70%
IMDbTV  15.40%
discovery+  13.90%
Pluto TV  13.40%
Xumo  1.10%
ABOUT KAUSER KANJI

Kauser Kanji has been working in online video for 19 years, formerly at Virgin Media, ITN and NBC Universal, and founded VOD Professional in 2011. He has since completed major OTT projects for, amongst others, A+E Networks, the BBC, BBC Studios, Channel 4, DR (Denmark), Liberty Global, Netflix, Sony Pictures, the Swiss Broadcasting Corporation and UKTV. He now writes industry analyses, hosts an online debate show, OTT Question Time, as well as its in-person sister event, OTT Question Time Live

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