April 5, 2021
Netflix reportedly lost more than 30% of its U.S. market share in 2020 as new competitors HBO Max and NBCUniversal’s Peacock entered the SVOD ecosystem, according to new data from Ampere Analysis.
While the subscription streaming video pioneer continues to dominate total subscribers, industry awards (recently sweeping the SAG Awards) and Nielsen’s weekly Top 10 streamed original, licensed TV shows and original movies — Netflix’s market share is down to 20% from 29% in the previous research period. That’s because Peacock and Max grabbed about 5% and 3% market share, respectively, from Netflix.
Should Netflix be worried? Of course not. The streamer generated more than $25 billion in revenue, and added a record 37 million subs globally in 2020, of which 80% came from outside the U.S.
Ampere, per The Wrap, contends Amazon Prime Video has 16% market share in the U.S., followed by Hulu (13%), Max (12%) and Disney+ (11%). Apple TV+ matches Peacock at 5%, followed by ESPN+ (4%), Starz, Paramount+ and Starz at 3%, respectively. YouTube TV, Sling TV and BritBox each have 1% market share.
Notably, the research firm suggests Prime Video has 54 million active users from a paying base of 150 million Prime members. Amazon has not updated Prime Video streaming metrics. Overall, the average U.S. household spends $40 monthly on streaming services — up 17% from an average of $34 spent monthly in early 2020.