Direct to Consumer 1.1 Video’s Big Bang Moment
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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.
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