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Wall Street analysts forecast a major power shift in the streaming TV market, with Hulu and YouTube surging while others falter

Streaming pay-TV market share in 2022 according to UBS:
1) 
Hulu – 35%
2) 
YouTube TV – 21%
3) 
Sling TV – 14%
4) 
DirecTV Now – 14%
5) 
Cable OTT – 10%
6) 
Other – 5%
7) 
PlayStation Vue – 1%



Ruh-roh: 
Existing streaming customers stopped adding streaming services last year and are projected to be flat through 2024.

The average number of streaming services  per HH, according to Ampere Analysis:
1) 2015-Q3 – 1.7
2) 2016-Q3 – 2.3
3) 2017-Q3 – 2.8
4) 2018-Q3 – 2.8

 

Ideal price for streaming services according to Morning Consult:
1) 
With ads – $8-$12
2) 
Without ads – $10-$16


Cost to acquire a new customer for Netflix:
1) 
Domestic – $200
2) 
International – $60

Video: 
‘We needed to re-educate the market on Hulu’: The video streaming provider’s CMO explains why it needed a refresh

 

More #1: eMarketer – US Subscription Video Landscape 2019

More #2: CBS sees consumers taking as many as 10 OTT video subscriptions

More #3: How Digital TV Delivery Will Change How NBCUniversal Sells Ads For The 2028 Olympics

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