Amazon Prime Video and Netflix have been the dominant players in the U.S. subscription streaming VOD market for years, but that competitive edge appears to have been eclipsed in the second quarter of 2023. According to new data from JustWatch, which tracks the weekly streaming video habits of 20 million users across 59 markets, Amazon Prime Video ended the quarter with 21% market share, while Netflix had 20%. Apple held 7% share while Hulu finished with 11% share, behind Max (15%) and Disney+ (13%).
JustWatch also found that the newly rebranded HBO Max saw positive market share growth in Q2, gaining 1%. Paramount+ also saw a 1% increase in market share. On the other hand, Disney+ and Hulu saw 1% declines in market shares, respectively.
The data suggests that the U.S. subscription streaming VOD market is becoming increasingly competitive, with a number of players vying for market share. It will be interesting to see how the market evolves in the coming quarters.
MacDailyNews Take: Inexorably, Apple TV+, despite offering no free tier, continues to gain viewers, thanks to high quality content like “Silo,” “Severance,” “For All Mankind,” “Ted Lasso,” “The Morning Show,” “Slow Horses,” “The Last Thing He Told Me,” and much, much more!
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Not sure what is used to measure the market share but I’m going to guess it’s the percentage of the total number of hours viewed across all services during a given time period. Obviously not a measure of number of subscribers knowing that a good number of subscribers have more than one streaming service.
It does refer to “weekly streaming habits”. Or it could just count the number of subscriptions, meaning some people are counted more than once.
Is it just me, or is AppleTV turning into HBO at the exact same time HBO is turning into a cheap reality network?
We just cancelled Netflix because of their price gouging and decline in content quality. Not sure if you had a chance to add this to your numbers LOL
Looking at that list Hulu and Paramount are next :/
PS. Watching Hijack now and loving it.