The drop was sharpest among 18–34-year-olds, falling to less than half of that coveted demographic. By November 2021, that figure had shrunk to 54% as recommendations from friends, family, and social media and searching online grew in popularity.
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In November 2018, 62% of US viewers said their decisions were influenced mostly by various features of their TV and online video services. Given the potential of such partnerships and personalization systems like Netflix’s to drive viewing, Omdia sees content aggregation and discovery as a bright spot in the TV and video technology market, with annual vendor revenue forecast to rise 10% over 2021–25 to near $1.5bn dollars.īut that still leaves one major challenge: a growing number of people are turning to other methods to choose what to watch.
Two out of three subscribers to US operators DirecTV, Comcast, and Spectrum say they access those services every day, making their platforms a potentially powerful way to get third-party video apps in front of viewers. Partnerships to make online video services available via pay-TV platforms offer one counter. US, leading pay-TV and online video services ranked by self-reported daily active users, November 2021 Impressive, but given that many people in the US watch some form of TV or online video every day, that suggests around three out of five of Netflix subscribers are regularly turning to other sources. But its daily active user numbers tell a different story.Īgain, they’ve averaged at a market-leading 41% of its US base for the past three years, only being narrowly eclipsed by those of Hulu in November 2021. That Netflix’s weekly active users have averaged at a market-leading 85% of its US subscriber base for the last three years speaks to the power of the experience it has created. Driving daily viewing will be a major challenge for all apps Some may object that what people say can differ from their actions, but I contend that perception is reality: if someone feels they don’t watch a service enough, real data might not stop them from cancelling. Two years later, that figure was just 64%. For example, about 87% of US Disney+ subscribers said they watched the service at least once a week shortly after the service launched in November 2019. The exception is Amazon Prime Video, which can afford to take a more relaxed approach to engagement given the pull free shipping adds to its service.Įngagement with newer services has also fallen as competition has intensified. Our research shows that US subscribers say they access newer services such as Apple TV+, Disney+, and Peacock Premium less frequently than the well-established Netflix and Hulu. Those monthly fees add up, and factors related to affordability were cited as the main reason for cancelling by 65% of churners.īut it’s also due to limits on a more finite resource: the time people have to watch TV. US, percentage of internet users and churn and resubscribe rates by number of online video services subscribed to, November 2021
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