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State of the Screens

Big Media Isn’t Ready to Fight Back (Netflix Misunderstandings, Pt. 5)

By March 12, 2019No Comments

The big idea: Traditional media companies such as Disney and Warner Media will not be ready to truly compete with Netflix for ≈ 18 months. In that time, Netflix will continue to scale globally.

Projections for subscriber growth in 2019:
1)
Netflix — 30M
2)
Disney+ — 5M

Flashback: Inside the Binge Factory

Netflix subscribers:
1) 2011–25M
2) 2018–139M
3) 2020P — 200M
4) 2030P — 360M

Wow: Netflix estimates that their programming accounts for 10% of total TV screen time in the U.S.

Netflix estimate on total daily TV time (% of total):
1) Total TV hours — 1B
2) Netflix TV hours — 100M (10%)

Listen: How Netflix Won The Oscars Even Though It Lost Best Picture

More #1: Netflix and the Economics of Bundling

More #2: Netflix Is the Most Intoxicating Portal to Planet Earth

More #3: How Netflix created a $1 billion arms race for TV writers

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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