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State of the Screens

The Winner of 2020’s Streaming Wars Is…

By January 14, 2021No Comments

Character from "The Crown"

Big news: The average U.S. streaming household now subscribes to 3.1 services.
Average household streaming video subscriptions (YoY growth) according to Kagan:

1) 2015 – 1.6
2) 2016 – 1.7 (↑ 6%)
3) 2017 – 2.0 (↑ 18%)
4) 2018 – 2.2 (↑ 10%)
5) 2019 – 2.7 (↑ 23%)
6) 2020 – 3.1 (↑ 15%)

Big question #1: Which service has the most subscriptions in the U.S.?

U.S. streaming video subscriptions according to MoffettNathonson/HarrisX:
1) Netflix – 65M
2) Amazon Prime – 47M
3) Disney+ – 34M
4) Hulu – 33M
5) Peacock – 15M
6) CBS All Access – 10M
7) Apple TV+ – 9M
8) HBO Max – 9M
9) Showtime – 8M

Rising Tide of Subscriber Growth

Netflix ranking by age group according to Variety/Wizer:
1) 18-64 – #1
2) 18-24 – #1
3) 25-34 – #1
4) 35-44 – #1
5) 45-54 – #1
6) 55-64 – #3



Big question #2: Which content releases drove the greatest number of sign-ups?

Disney plus and HBO MAX signup growth

Quote from Michael Nathanson – Analyst @ MoffettNathanson:
“Right now, the rising tide’s helping everyone”

Big question #3: Are consumers spending more time with streaming video?

Daily average streaming video hours (YoY growth) according to Comscore:
1) SEP-19 – 2.9
2) SEP-20 – 3.4 (↑ 17%)

Big question #4: Who is producing the most popular shows?

Quick answer: Netflix had four of the top five most viewed streaming originals in 2020.

Top original series on streaming in 2020 by minutes viewed according to Nielsen:
1) Ozark (Netflix) – 31B
2) Lucifer (Netflix) – 19B
3) The Crown (Netflix) – 16B
4) Tiger King (Netflix) – 16B
5) The Mandalorian (Disney+) – 15B

Nielsen Top 10 Streamed Movies and Shows

Big question #5: Who is producing the most original content?

Quick answer: Netflix

Original episodes released in 2020-Q3 according to MoffettNathonson/HarrisX:
1) Netflix – 663
2) Amazon Prime – 135
3) HBO – 71
4) Hulu – 48
5) Disney+ – 43

Interesting: Andrew Rosen from PARQOR broke down a four-part framework for competition in streaming.

Streaming Services Framework 2020

More: Streaming Boom Reaches 2021 Crossroads: Can Big Media Really Catch Netflix?

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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