December 9, 2020
New data from Parks Associates finds 47% of U.S. broadband households subscribe to Amazon Prime Video, second only to Netflix among subscription-based OTT video services in the U.S.
“The surge in online shopping during the COVID-19 crisis has greatly benefited Amazon Prime Video, which utilizes Amazon Prime as its main access point,” Steve Nason, research director at Parks, said in a statement. “Prime Video leads with its stable of originals plus a massive library of licensed titles, while others such as Disney+ and HBO Max have taken a broad-based aggregator approach by integrating content from its different properties into one unified offering.
Regardless, Max adoption among HBO pay-TV and non-subscribers continues to improve slowly. AT&T CEO John Stankey told an investor group Max adoption has reached 12.6 million, or 33% of existing HBO pay-TV subs.
“The slow migration of HBO subscribers to HBO Max underscores the importance of distribution strategies in addition to vast content libraries, which WarnerMedia hopes to remedy through its deal with Amazon,” Nason said.