| 12 April 2021 In a stark indication of just how strong the industry is right now after a year of remarkable growth, a study from Ampere Analysis has revealed that there are now more subscriptions to services including Netflix, Amazon Prime, Hulu, HBO Max and Disney+ than there are people in the US. Indeed, the study calculated that are now nearly 340 million subscription video-on-demand (SVOD)/OTT contracts in the US, more than the population of 330 million. Ampere observed that in 2020, pay-TV penetration dropped below 60% for the first time, down from more than 80% at the beginning of 2015, with consumers increasingly shifting to SVOD services. Alongside growth from the pandemic, 2020 also saw the US launch of both Peacock and HBO Max which grew the market even further.