Approximately 60 per cent of European consumers use at least one SVoD, Ampere Analysis has found.
The figure is higher in the US (around 75 per cent) while Japan and France were recorded as the only countries where fewer than half of respondents have a subscription.
According to Ampere, subscriptions are being driven by younger demographics, with those under 35 over-indexing in every market except Saudi Arabia.
Minal Modha, Ampere Analysis consumer research lead, said: “The growth in SVoD subscribers in both regions will come as welcome news, particularly to those looking to enter the market this year such as Disney and Apple as it shows there is still room for growth and the opportunity to take a share of the revenue.”
