Streaming Wars

The Winner of 2020’s Streaming Wars Is…

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?

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