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State of the Screens

The Streaming Video-on-Demand War Is Going to Get Bloody 

By August 8, 2019No Comments

The streaming wars are heating up with each player developing a strategy for attracting new customers while reducing customer churn.

Average annual churn rate:
1) Traditional pay-TV – 4%
2) Netflix – 7%

Quote from Tim Nollen – Analyst @ Macquarie Group:
“Netflix is very far ahead of the game with so much popular content and a brand name and a position in people’s lives…If there’s anyone traditional media company that can compete with Netflix, it’s Disney. They have consumer awareness and content that people will pay for. That doesn’t mean Disney wins and Netflix loses. It means that Disney is one of the few that can successfully play that same game.”

Quick reminder: This is who owns everything in Big Media today.

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%

More #1: Netflix is not a tech company

More #2: The Golden Age of Cord-Cutting Is Over. Now What?

More #3: Americans Want to Pay $21 for All Their Streaming Services Combined, Poll Finds

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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