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Q4 2020 US D2C deep dive An attention recession looms

Report by Tim Mulligan
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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