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US SVOD Subscriber Deep Dive 2019

Report by Tim Mulligan
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The 20,000 Foot View:  In the build-up to the Disney+ launch in November 2019, the US market is dominated by the big five of Netflix (currently number one for paid subscriptions with        million), Amazon Prime Video, Hulu, HBO Now and CBS All Access. Hulu showed the most dramatic growth, with a        increase in subscribers between        2018 and        2019. Growth was more modest but still in double digits for the remaining three over the same time period. Engagement however remained largely flat, such as Netflix’s weekly active users (WAUs) growing by only        over the same period, suggesting that peak attention is now directly impacting streaming video on demand (SVOD) in the US.

Key Findings

  • Netflix remains the dominant US SVOD service with        million paid subscribers
  • Hulu was the fastest growing in absolute terms, adding        million subscribers between        2018 and        2019
  • However HBO Now  had the fastest growth rate with subscriptions going up by        between        2018 and        2019, adding        million in        2019 alone
  •        of US video subscribers have more than one SVOD subscription – engagement is now more important a measure than subscriber count
  • HBO Now added the most weekly active users (WAUs) during        2019, more than doubling to        from        2018
  • Hulu and Amazon increased WAU rates the most in the longer term, both adding six percentage points between        2018 and        2019
  • The fact that Netflix lost three WAU percentage points between        2018 and        2018 before rebounding in        2019 suggests that Hulu’s gain was Netflix’s loss
  • Comedy is the most widely watched genre among the user bases of three of the five largest SVOD services in the US
  •        of Netflix paid subscribers are aged        and        of Netflix subscribers also subscribe to Amazon Prime Video        of Amazon Prime Video paid subscribers are aged        and        of total subscribers also subscribe to Netflix        of Hulu paid subscribers are aged        and        of Hulu subscribers also subscribe to Netflix
  • Hulu is doing the best job of delivering for younger audiences, with        of its subscribers aged under        compared to        for Netflix and        for Amazon
  • Netflix is the most vulnerable to subscription substitution for a competitively-priced genuine full-stack direct to consumer        provider

Companies and brands mentioned in this report:  Amazon Prime Video, CBS All Access, HBO Now, Hulu, Netflix

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