New competitors such as HBO Max and NBCU’s Peacock have taken the lead in Netflix’s streaming wars
The following is a snapshot of the top streaming services in the United States and their market share growth compared to the same period last year:
A few points worth mentioning:
• Last year, Netflix’s market share in the United States took a hit, although the company added 36.58 million new companies worldwide in 2020, setting a new record. Since the beginning of 2020, Netflix’s market share in the United States has dropped from 29% to 20%; it has fallen by 31% compared to last year.
• In January, Netflix reported that there are 73.94 million subscribers in the United States and Canada (Netflix always reports both markets together); an estimated 7 million subscribers are from the northern border, which means that Netflix has about 67 million active in the United States alone subscriber.
• With the emergence of new services such as HBO Max and NBCUniversal’s Peacock in 2020, Netflix’s share of the overall streaming media market in the United States is getting smaller and smaller.
• The same can be said for Amazon Prime Video. A year ago, Amazon Prime Video accounted for 21% of the US streaming market, but it has now fallen to 16%-a drop of nearly 24%.
• For streaming analysts, Amazon Prime Video is a bit tricky. On the one hand, anyone who pays for an Amazon Prime subscription can access Prime Video, but this does not necessarily mean that every Prime subscriber is watching “The Marvelous Mrs. Maisel” or “Jack Ryan”. (Some people may sign up for free shipping.) Since announcing more than 150 million paying customers in early 2020, Amazon has not updated its total number of Prime members. Ampere’s data shows that nearly 54 million Prime members in the United States use its Prime Video app
• Disney-owned Hulu won the bronze medal here, but this includes both its Hulu streaming service and its live TV streaming service.
• This may be the most surprising aspect of Ampere’s data: Disney+ ranked fifth in the streaming media field in the United States, and despite the uneven deployment of HBO Max last year, it even ranked behind HBO. Disney+ has reported 94 million subscribers as of the end of 2020, but the service has a strong reputation outside of the United States. As the “Information” recently reported, fewer than 40 million subscribers are Americans.
• HBO’s numbers are impressive. In January, the parent company AT&T boasted that HBO Max had more than 41 million users in the United States and surpassed Disney+ in China, but this number also included some ironies: AT&T claimed that about 17.2 million of its users were “activated.” This means that they have downloaded the HBO Max app. (Remember, before HBO Max, HBO already had existing streaming clients in its HBO Go and HBO Now services.)
• In terms of market share, the biggest winner is Peacock, which rose from 0% of the market to 5% of the market at the end of 2020, while HBO at the same time only occupied 3% of the streaming pie last year; as HBO hopes Pushing its key business HBO Max to the high end of streaming media services, this share has now tripled. Most notably, in order to win new subscribers, Warner Bros. decided to release all 17 movies in 2021 at the same time as HBO Max is released, including “Godzilla vs. King Kong” and Keanu Reeves’ “Hacker” Empire 4. This year’s cinema.
From another perspective, this is the influence of the current streaming system in the United States, a few weeks before Netflix and other streaming media report their subscriber gains (or losses) in the first quarter:
The battle for third place in the American streaming media system seems to be the key battleground in 2021. Toby Holleran, Ampere’s research manager, said he hopes HBO Max will “achieve considerable success this year” and praised Warner Bros. It is planned to publish the content of all the plays on the service, just like they are shown in theaters. However, he predicted that one year of gambling “will not completely catch up with Hulu.”
Most importantly, Holleran said that he expects “Disney+” to surpass HBO Max and Hulu in the first half of 2021, and “become the third largest streaming service in the United States during the year. Hulu will be in the position.” Ranked fourth, HBO will be fourth.” Max ranked fifth.
Other streaming competitors, including Apple TV+, NBCUniversal’s Peacock, and ViacomCBS’s Paramount+ (listed here under its pre-renaming name CBS All Access), are far behind the leaders in this category.
As TheWrap reported earlier this year, Ampere’s data comes from the average American household now spending $40 a month on streaming services. This is a 17% increase from the US$34 per month spent by Americans at the beginning of 2020, and a 33% increase from the average US$30 per month spent by Americans in the first quarter of 2019. As services such as Disney + increase their monthly rental fees, this number is likely to increase further in 2021.
Holleran added that even in the past year, at least in the near future, Netflix’s position in the American genre appears to be “consolidated,” even though its share of the American market is shrinking. However, despite its first-mover advantage and big-name original shows from “Stranger Things” to “Bridgetown”, it still cannot guarantee Netflix’s first place forever. On the one hand, Hollerland pointed out that Disney’s overall streaming business, including Hulu and ESPN+, surpassed Netflix’s user base in the United States more than a year ago, “and is expected to surpass it globally by 2024. “
In other words: Don’t be shocked if Disney+ continues to close the gap with Netflix in the United States and abroad.