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Streaming Wars: New Providers and Popular Shows Impact Market Share in 2020, Study notes of Multimedia Applications

This j.d. Power report examines the impact of new streaming services and popular shows on market share in the streaming industry during the covid-19 pandemic. The document reveals that viewers have added more streaming services to their portfolios, causing an increase in monthly expenditure. Netflix remains the most popular streaming service, but competitors like disney+, hulu, amazon prime video, and hbo max have gained ground. 'the mandalorian' was the most-watched show in december 2020, helping disney+ build momentum. The report is based on a survey of 1,745 u.s. Adults conducted from dec. 16-19, 2020.

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TMT Insight
January 2021
New Streaming Services Cut into Netflix’s Market Share,
While “The Mandalorian” Drives Disney+ Viewership
Viewers increased their streaming subscriptions to an average of four streaming
providers in December 2020 from three streaming providers in April 2020
The average monthly household spend on all streaming services increased
commensurately to $47 from $38
While Netflix remains the largest streaming brand, five of the next six-largest streaming
providers all made market share gains since April 2020
The Mandalorian was the most-watched show on streaming sites in December 2020
The streaming wars have intensified, and even as the newest players entered the fray, the entire
industry faces some stiff competition: the outside world.
When J.D. Power last conducted a streaming pulse study, the bulk of the country was in the throes of
stay-at-home orders due to the COVID-19 pandemic. Since those early spring days, the pandemic has
ebbed and flowed, and while some states are still encouraging their residents to stay indoors, others
have at least partially opened up the entertainment offerings in the form of restaurant dining, live
sporting events and more.
Also, within the past six months, two new streaming services with major titles to their credit
NBCUniversal’s Peacock and Time Warner’s HBO Max—have been launched, creating new challengers
for the industry’s legacy platforms.
In an effort to get a sense to how the streaming landscape has changed in the face of these
developments, J.D. Power has conducted a follow-up pulse survey of 1,745 U.S. adults, delving into their
viewing preferences, usability challenges and future plans for using these subscription-based services.
Following are the key findings.
The New Kids on the Block
The utopia cord cutters once envisionedan ultra-low television bill with boundless a la carte options to
choose frommight not quite be the reality they perceived. While streaming undoubtedly offers a
treasure trove of content, users are paying for the privilege of watching their favorites on-demand at
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TMT Insight

January 2021

New Streaming Services Cut into Netflix’s Market Share,

While “The Mandalorian” Drives Disney+ Viewership

 Viewers increased their streaming subscriptions to an average of four streaming

providers in December 2020 from three streaming providers in April 2020

 The average monthly household spend on all streaming services increased

commensurately to $47 from $

 While Netflix remains the largest streaming brand, five of the next six-largest streaming

providers all made market share gains since April 2020

 “The Mandalorian” was the most-watched show on streaming sites in December 2020

The streaming wars have intensified, and even as the newest players entered the fray, the entire industry faces some stiff competition: the outside world.

When J.D. Power last conducted a streaming pulse study, the bulk of the country was in the throes of stay-at-home orders due to the COVID-19 pandemic. Since those early spring days, the pandemic has ebbed and flowed, and while some states are still encouraging their residents to stay indoors, others have at least partially opened up the entertainment offerings in the form of restaurant dining, live sporting events and more.

Also, within the past six months, two new streaming services with major titles to their credit– NBCUniversal’s Peacock and Time Warner’s HBO Max—have been launched, creating new challengers for the industry’s legacy platforms.

In an effort to get a sense to how the streaming landscape has changed in the face of these developments, J.D. Power has conducted a follow-up pulse survey of 1,745 U.S. adults, delving into their viewing preferences, usability challenges and future plans for using these subscription-based services. Following are the key findings.

The New Kids on the Block

The utopia cord cutters once envisioned—an ultra-low television bill with boundless a la carte options to choose from—might not quite be the reality they perceived. While streaming undoubtedly offers a treasure trove of content, users are paying for the privilege of watching their favorites on-demand at

the push of a button. Whether it’s further acceptance of streaming or the emergence of new platforms, users have added more services to their portfolios in the last six months.

Half of respondents said that their household now subscribes to four or more streaming services. In April, that figure was 39%. In fact, 13% said they use as many as seven or more services. The average number of streaming subscriptions is four, up from three in April. That has caused the average monthly expenditure of streaming services to increase from $38 in April to $47 in December 2020.

Netflix is Still King, But Others Eye the Throne

In the eyes of respondents, Netflix is still the gold standard of streaming services. More than three- fourths (81%) of respondents said they subscribe to Netflix, the most of any service. Netflix has only 0. streaming problems per hour cited by users, the least of any service.

That said, for Netflix’s competitors, there is reason for optimism. Netflix’s market share declined four percentage points since April (85%), while five of its next six-closest competitors all picked up ground. Amazon Prime Video ranked second at 65% (down from 66% in April), followed by Hulu at 56% (up from

Methodology

This J.D. Power TMT Insight is based a survey of 1,745 U.S. adults from Dec. 16-19, 2020.

Find out More

This J.D. Power TMT Insight was authored by Ian Greenblatt, managing director of TMT Intelligence at J.D. Power. Please contact us at the numbers below to connect with Mr. Greenblatt, or to learn more about the underlying research.

Media Contacts:

Brian Jaklitsch; East Coast; 631-584-2200; brian.jaklitsch@jroderick.com

Geno Effler, J.D. Power; West Coast; 714-621-6224; media.relations@jdpa.com