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State of the Screens

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

By June 27, 2019No Comments

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

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:
With ads – $8-$12
Without ads – $10-$16

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

‘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

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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