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Research: 20% of US homes subscribe to gaming service

Parks Associates reports a continued wave of subscription service uptake among US households, led by streaming video, retail memberships, and streaming audio, while 20 per cent of households have a gaming subscription, outpacing gym memberships.

Parks Associates recently released a consumer study of 8,000 US internet households, Subscription Memberships and Bundling: Shopping, Video, Gaming, Mobile.

“The evolution of hardware to a service model and demand to drive engagement and loyalty for brands through apps are driving the rise of subscription services,” said Jennifer Kent, Vice President, Research, Parks Associates. “On the streaming audio side, market leader Spotify’s premium adoption is as high as that of Discovery+, the ninth highest video OTT subscription service.”

“Competitive pressure will force market challengers to forge stronger ties, e.g., Walmart Plus and Paramount Plus. Subscription bundlers should seek offerings that span entertainment, productivity, and convenience,” added Kent.

From the Advanced Television article, "Research: 20% of US homes subscribe to gaming service" 

Previously In The News

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About 45% of U.S. households watched free ad-supported streaming TV in Q1 2025, up from 42% during the same period a year earlier, according to an October 2025 report from Parks Associates. From th...

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