July 20, 2021
As Netflix prepares to announce its latest earnings, Parrot Analytics data released early on July 20 suggests the streaming giant’s share of digital original audience demand during the second quarter of this year sunk to record lows, dropping to 48.3% globally and just 46% in the United States.
This is the first quarter Parrot has ever measured in which Netflix’s digital original demand share slipped below 50% globally, the research company reported. The 48.3% share is down from 50.1% in Q1 2021, and down from 54.9% Q2 2020.
Meanwhile, Disney+ grew its share from 6.0% to 7.3% globally on the back of its original Marvel content.
Netflix’s 46% U.S. share is also a record low for a quarter, representing a 2.1% drop from Q1 2021 and a 5.3% drop from Q2 2020.
Disney+ grew its audience share from 7.0% to 8.1% in the U.S. thanks to the success of Marvel hits “The Falcon and the Winter Soldier” and “Loki.”
“These latest numbers follow a steady trend of shrinking dominance for Netflix in the industry, that was spurred on by the launches of Disney+ and Apple TV+ in November 2019,” Parrot stated. “These platforms, along with HBO Max, Paramount+ and more, continue to establish themselves with consumers and grow their subscriptions numbers by releasing highly in-demand original content. Netflix has struggled to push out breakthrough original content in the last few quarters — with the exception of season three of ‘Cobra Kai’ — and likely won’t have another massive original hit until Q4 with season two of ‘The Witcher.'”
The Parrot report concludes, “Netflix is still the global leader in the streaming space, but its lack of new hit original programming and the increased competition from other streamers is going to ultimately have a negative impact on subscriber growth and retention.”