Kantar''s EoD data on the global video streaming market shows strong subscriber growth across prominent platforms.
Disney+, Paramount+, Netflix and Apple TV+ all achieved strong subscriber growth, according to the latest Kantar Entertainment on Demand (EoD) data on the global video streaming market.
With its presence in two-thirds of streaming households, Netflix continues to dominate the market. It also emerged as the primary streaming subscription in 49% of these households. Although this percentage has dipped from 53%, compared to the same period last year, the platform continues to perform strongly despite half of Netflix households subscribing to four or more services last quarter. Password-sharing restrictions have spurred further growth, particularly in the United States and Germany.
However, it is Disney+, Paramount+ and Apple TV+ that have emerged as leaders in new subscribers. Kantar estimates up to 30% of Disney+ users are sharing their accounts with others. In response, Disney+ announced a forthcoming password-sharing crackdown, set to commence in Canada on November 1, 2023.
Disney+, in particular, experienced an exceptionally strong quarter, propelled by their most recent promotional price campaign in Europe, and the momentum generated by the company’s annual event, Disney+ Day
Further, the report showed that Prime Video’s interface continued to be a challenge for users. Despite substantial changes made just over a year ago, subscribers still find it less user-friendly than Netflix. The Amazon service is planning a move to ad-supported content to improve growth. Two-thirds (68%) of Prime Members use and engage with Prime Video, with the lowest recognised usage in Britain and the highest in Spain.
For the first time, Paramount+ and Apple TV+ claimed the top 2 spots for share of new paid subscribers due to the popularity of their respective hero titles, such as Yellowstone and Ted Lasso. Notably, Paramount+ and Apple TV+ now have a compelling advantage in the United States market – sports content. Paramount+ benefited from the return of the NFL, while Apple TV+ has scored with the MLS. Apple TV+ now only ranks second to Netflix when it comes down to subscriber satisfaction with the quality of its shows.