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.