Q4 2020 US D2C deep dive An attention recession looms
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The 20,000 Foot View: The US market is starting to see initial signs of fatigue as the disruptors begin to reduce monthly user engagement among the three dominant incumbent subscription video on demand services. Netflix, Amazon Prime Video and Hulu all saw modest dips in weekly active use in 2020. The disruptors themselves are also starting to plateau in weekly active use, with the notable exception of Peacock, which nearly doubled its weekly active users in 2020.
Key insights
- Multiple video-on-demand remained flat at suggesting that digital laggards are still inclined simplified subscriptions
- Multiple digital were at up three percentage on 2019 as cross-format media increases
- The three SVOD services (Netflix, Amazon Prime, Hulu) are starting to see slight decline in weekly active as the leading four new (HBO Max, Peacock, Disney+, and TV+) establish themselves
- The TV remains the preeminent device for TV and film content; however, year engagement in 2020 declined percentage points to
- Hulu and had the largest weekly active overlaps, with Netflix having the overlaps, highlighting the increasing risk subscriber churn
- The digital migration is now the main trend sweeping through an increasingly video market
Companies and brands mentioned in this report: Amazon Prime Video, Apple TV+ CBS All Access, Disney+, HBO Max, Hulu, Netflix, Peacock