Direct to Consumer 1.1 Video’s Big Bang Moment
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The 20,000 Foot View: 2019 marks the biggest shift in the US video market since Netflix’s pivot into streaming in 2007. Apple, Disney and AT&T-owned Warner Media are preparing for their direct-to-consumer launches into the US market in 2020. How they fare will have a significant impact on the global evolution of video subscriptions. They will also provide the first serious domestic competition to Netflix, Amazon and the rising fortunes of Hulu’s blended subscription and ad-supported model. However, streaming video on demand (SVOD) weekly active user (WAU) penetration is flat, an early indicator of a peaking attention economy, so the new challengers need to maximise their unique selling propositions (USPs) to gain traction in a congested market.
Key Findings
- Disney+ launches November with a strong international, originals-focused growth strategy
- Apple TV+ on November 2019 with a originals strategy leveraged by its ecosystem
- Warner Media launch HBO Max in 2020 a focus on library and content
- NBCUniversal will Peacock – a TVE, AVOD with sports programming, in April
- Warner Media the highest share of the popular shows with of the ten shows in 2018 of US consumers have multiple video subscriptions
- SVOD penetration highest among year olds at
- Cord cutters the highest fandom for Friends, most popular US Show in of US Netflix subscribers have multiple SVOD subscriptions of US Amazon Prime bill payers have a Netflix account, down from in 2018, compared to of Hulu subscribers, up from in 2018
- Netflix’s subscriber declined between despite a increase annual content expenditure in 2018 2015
- Success for and Warner Media will depend their ability to leverage their advantages
- Disney needs use its brand equity to its mainstream family appeal for
Companies and brands mentioned in this report: Amazon Music, Amazon Prime Video, Apple Music, Apple, Apple TV+, AT&T,CBS, CBS All Access Comcast, Disney, Disney+, ESPN+, HBO Max, HBO Now, Netflix, Spotify, Warner Media