In a clear sign of shifting viewing habits, Amazon Prime Video has solidified its position as the leading streaming service among cord cutters, according to a comprehensive new survey. The survey, which polled more than 1,200 individuals who have ditched traditional cable or satellite television, reveals that 67.5 percent of respondents reported watching Prime Video in the past month. This comes as many cordcutters say they use it because it comes bundled with their Prime subscription, which they get for free shipping from Amazon.
The survey highlights the dominance of multiple streaming platforms in daily life for those who have cut the cord. Netflix followed closely with 54.1 percent of participants indicating they watched the service. Paramount+ secured the third spot at 51.7 percent, demonstrating strong growth in original programming and live sports offerings. YouTube came in at 47.6 percent, appealing to users seeking free and user-generated content alongside premium options. Peacock registered 43.1 percent, benefiting from its ties to NBCUniversal’s extensive library and live events.
Hulu attracted 40.9 percent of those surveyed, while HBO Max, stood at 40.2 percent. Disney+ rounded out the major services with 39.7 percent, reflecting its family-friendly catalog and Marvel and Star Wars franchises. Apple TV+ trailed further behind at 24.7 percent, positioning it as a niche player focused on high-quality originals rather than mass-market volume.
These figures do not sum to 100 percent because respondents could select multiple services they actively use. This multiplicity reflects a common reality for modern viewers: many maintain subscriptions to several platforms to access a wide variety of content without relying on a single provider. The average cord-cutting household in the survey juggled between three and five active streaming subscriptions, balancing costs against desired programming.
Several factors are driving Prime Video’s lead. Bundled with Amazon Prime membership, the service offers convenience for millions already using the platform for shopping and shipping benefits. Its mix of licensed films, original series like high-profile dramas and comedies, and live sports such as Thursday Night Football has broadened its reach. Unlike standalone services that require separate payments, Prime Video feels like an added value for existing Prime users, lowering the perceived barrier to entry.
Cord cutting continues to accelerate nationwide as consumers seek flexibility and lower bills. Traditional pay-TV providers have lost millions of subscribers in recent years, with many shifting entirely to broadband internet and streaming apps. This transition has reshaped the media industry, forcing networks and studios to invest heavily in direct-to-consumer platforms. The survey’s timing captures a period of heightened competition, with price increases, ad-tier options, and content bundling becoming common strategies to retain viewers.
Netflix maintains its reputation for original content and global appeal, but faces pressure from rising competition. Paramount+ has gained traction through integration with CBS and Paramount libraries, plus exclusive sports like UEFA Champions League. YouTube’s strength lies in its accessibility—many cord cutters use it as a free supplement for news, tutorials, and music videos. Peacock, Hulu, and others carve niches in comedy, reality TV, and family entertainment, while Disney+ capitalizes on nostalgia and blockbuster franchises.
Smaller services like Apple TV+ focus on premium, award-winning series, attracting dedicated audiences willing to pay for quality over quantity. However, its lower penetration suggests challenges in scaling without broader mainstream hits or bundling options.
The survey also touches on broader trends in consumption. Many cord cutters prioritize on-demand viewing over linear schedules, using smart TVs, streaming sticks, and mobile devices. Ad-supported tiers have grown popular as a cost-saving measure, with users tolerating commercials to reduce monthly expenses. Data usage remains a consideration, though improved home internet speeds have eased previous limitations.
Experts anticipate continued evolution in the streaming space. Consolidation through mergers, partnerships, and content sharing could emerge as companies seek efficiencies. Bundling services—such as those combining sports, news, and entertainment—may help combat subscription fatigue, where viewers cancel and restart services based on new releases.
For Amazon, the results reinforce Prime Video’s strategic importance. Investments in originals, sports rights, and technological features like improved search and recommendations have paid off. The service’s integration with e-commerce and other Amazon ecosystems creates a seamless experience that competitors struggle to match.
As cord cutting matures, consumer preferences will likely shift further. Younger demographics show even higher streaming reliance, favoring mobile-first access and short-form content. Older viewers appreciate familiar library titles and ease of use. The survey sample spanned various age groups, income levels, and regions, providing a representative snapshot of American viewing habits post-cable.
This data arrives amid ongoing debates about streaming costs and value. With inflation and economic pressures, households carefully evaluate each subscription. Prime Video’s top ranking suggests it delivers strong perceived value for many, combining entertainment with practical benefits.
Looking ahead, the industry faces questions about sustainability. Content production costs have soared, leading to tighter budgets and selective greenlighting. Viewers may see more licensed library content alongside originals as platforms optimize spending. Free ad-supported streaming TV (FAST) channels also gain popularity as budget alternatives.
The survey paints an optimistic picture for streaming overall. Cord cutters report higher satisfaction with choice and flexibility compared to legacy TV, despite the need to manage multiple apps. Prime Video’s leadership highlights how incumbents with diversified business models can thrive in this environment.
In summary, the new findings affirm Amazon Prime Video’s prominence among those embracing cord cutting. With 67.5 percent usage, it outpaces a crowded field, setting the pace for what has become the primary way millions consume television. As the market evolves, services that balance content depth, pricing, and accessibility will likely maintain or gain ground. This survey offers valuable insights for both industry players and consumers navigating the streaming era.
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