Observed Signal · Nov 12, 2026 · Survey · Source: Cord Cutters News · Impact: 1/5 · Sentiment: Positive
Cord Cutters Favor Amazon Prime Video; Netflix Second
A new survey of over 1,800 cord cutters reveals their most used streaming services. Amazon Prime Video leads with 73% usage, followed by Netflix (56.6%) and Paramount+ (51.1%). Peacock and YouTube are close behind with 41.1% and 40.8% respectively. The findings highlight a multi-subscription trend, where users combine various platforms rather than relying on one. Factors such as integrated memberships, sports content, and ad-supported tiers influence choices. The survey offers a snapshot of the evolving streaming habits of households that have abandoned traditional pay TV.
The survey provides insights into streaming service usage among cord cutters, relevant for understanding consumer behavior in the streaming market.
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Key Takeaways & Evidence Grounding
- Survey of 1,800 cord cutters showed Amazon Prime Video as most used streaming service with 73%.
- Netflix is second at 56.6%, Paramount+ third at 51.1%.
- Peacock and YouTube follow with 41.1% and 40.8% respectively.
- The survey indicates a multi-platform subscription pattern among users.
- Amazon Prime Video's inclusion in Prime memberships gives it an advantage.
Connected Companies & Entities
“Amazon Prime Video is the most widely used on-demand streaming service with 73% usage.”
“Netflix is the second most used service at 56.6%.”
“Paramount+ takes third place at 51.1%.”
“Peacock's 41.1% share draws on NBCUniversal's programming depth and sports inventory.”
“Hulu and Disney+ are mentioned as services capturing market share.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Americans Cancel Smaller Streamers as Subscription Fatigue Grows
A State of Streaming summary of a new All About Cookies report finds 74% of Americans canceled at least one streaming service in the past year as subscription costs rise and consumers actively manage platform bills. Average household streaming costs are approaching $50 and households still subscribe to more than three services on average, but viewers increasingly drop services that don't deliver consistent value. Netflix (69%) and Amazon Prime Video (66%) act as resilient anchor services, while Apple TV (15%) and YouTube TV (12%) are more vulnerable to churn. Cable and satellite penetration has fallen to about 30%, while use of free ad-supported streaming rose 15% year-over-year and antenna usage ticked up 3%. The trend shifts the battleground from acquisition to retention and may accelerate AVOD and price-tier experimentation (e.g., Peacock regional sports add-ons).
Cord Cutters Cancel Streaming Services in Record Numbers
A new survey by Cord Cutters News of over 1,800 cord cutters reveals a record share of households are limiting themselves to just a few streaming subscriptions. 54.1% now pay for three or fewer services, and 69.8% for four or fewer. The retreat is driven by successive price hikes across major platforms, making multi-service stacks less affordable. Viewers are shifting towards free ad-supported tiers and FAST options to fill content gaps, and increasingly adopting a rotation strategy—subscribing to a service temporarily to watch specific titles, then canceling. This reflects a more mature, cost-conscious phase of cord cutting, with households maintaining a smaller core of paid services and relying on free alternatives. The trend signals pressure on streaming platforms that depend on high simultaneous subscriber volumes.
Streaming Made Up 48.6% of TV Viewing in May 2026
Nielsen's The Gauge reports that streaming accounted for 48.6% of all TV viewing in May 2026, exceeding combined cable (20.4%) and broadcast (19.2%). Nielsen's service-level breakdown shows YouTube at 13.8%, Netflix at 8.0%, Disney services at 4.9%, Prime Video at 4.5%, The Roku Channel at 3.1%, Tubi at 2.3%, Paramount services at 2.3%, Peacock at 1.8%, Warner Bros. Discovery services at 1.5%, and 6.6% from other services. Nielsen noted this was YouTube's highest monthly share and reported a month-over-month increase for Prime Video, which Nielsen attributes to events including The Boys finale, NBA and WNBA games, and two NASCAR races. Nielsen also said typical seasonal declines affected broadcast and cable viewing while sports drove a small uptick.
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