There is room for some three billion additional streaming subscriptions across the world’s largest media markets despite some territories moving towards a ‘stacking ceiling’.
In trying to answer the question “how many services will the average household ultimately take?” Ampere Research looked at 20 of the largest TV subscription markets worldwide, including the US, UK, France, Germany, China, India, Japan and Brazil, to establish the theoretical ceiling for SVOD stacking behaviour. It estimates that this maximum ceiling for SVOD services per household is highest in the US, at roughly eight. In Europe, the figure is lower, at between two to five services per household. However, market realities will mean that few territories are likely to see stacking numbers reach these heights.