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