Video streaming services gain popularity

US Netflix subscription rates have increased by 7% between 2012 and 2013, as video streaming services rapidly enter into the American mainstream, according to survey data published by Nielsen.

The popular home of House of Cards and Breaking Bad has cornered 38% of the US video streaming market, while Amazon Instant has 13% and Hulu 12% – all up year on year.

The report suggests that the growing adoption of Netflix is a result of binge viewing tendencies – 88% of Netflix subscribers and 70% of Hulu Plus subscribers reported binge viewing, which Nielsen describes as watching three or more episodes of one show within 24 hours.

Multi-platform availability across PCs, smartphones, tablets and games consoles is also thought to be contributing to the rise of video streaming.