2019 | US SVOD Subscriber Deep Dive

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, Amazon Prime Video, Hulu, HBO Now and CBS All Access. X showed the most dramatic growth, with a X% increase in subscribers between Q1 2018 and Q1 2019. Growth was more modest but still X for the remaining three over the same time period. X however remained largely flat, such as X’s weekly active users (WAUs) growing by only X% over the same period, suggesting that peak attention is now directly impacting streaming video on demand (SVOD) in the US.

Key Findings

  • X remains the dominant US SVOD service with X million paid subscribers
  • X was the fastest growing, with subscriptions going up by X% between Q1 2018 and Q1 2019
  • X’s US subscriber base grew by X% between Q1 2018 and Q1 2019, adding X million in Q1 2019 alone, benefiting from X
  • X% of US video subscribers have more than one SVOD subscription – engagement is now more important a measure than subscriber count
  • X added the most weekly active users (WAUs) during Q1 2019, more than doubling to X% from Q4 2018
  • X and X increased WAU rates the most in the longer term, both adding X percentage points between Q1 2018 and Q1 2019
  • The fact that X lost X WAU percentage points between Q2 2018 and Q4 2018 before X in Q1 2019 suggests that X’s gain was X’s loss
  • X is the most widely watched genre among the user bases of three of the five largest SVOD services in the US
  • X% of X paid subscribers are aged 25-34 and X% of X subscribers also subscribe to X
  • X% of X paid subscribers are aged 25-34 and X% of total subscribers also subscribe to X
  • X% of X paid subscribers are aged 25-34 and X% of X subscribers also subscribe to X
  • X is doing the best job of delivering for younger audiences, with X% of its subscribers aged under 35, compared to X% for X and X% for X
  • X is the most vulnerable to X for a competitively-priced genuine full-stack direct to consumer (D2C) provider

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

Charts: 8
Pages: 16
Words: 2,239

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