Study: New SVOD Players to Challenge Netflix, YouTube Viewing Domination

The reign of Netflix and YouTube as top online video destinations globally is under threat from a new group of over-the-top platforms such as Disney+ and Apple TV+.

With HBO Max and NBCUniversal’s Peacock launching next year, global OTT video viewership will be fragmented further, according to new data from eMarketer.

The venerable dotcom research firm said Netflix in 2018 topped YouTube as the most-watched video service, with average daily consumption reaching 23.2 minutes compared to 22.3 minutes for YouTube.

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eMarketer claims, beginning in 2020, Netflix’s daily video consumption will decline from a peak of 27% to 25.7% by 2021. YouTube’s daily digital video time will drop from 23.4% to 21.7%.

“Even though Americans are spending more time watching Netflix, people’s attention will become more divided as new streamers emerge,” analyst Ross Benes said in statement. “The video streaming landscape will get crowded, which will drive down the share of time that people devote to Netflix.”

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While increased competition may impact Netflix’s global ranking, usage among its subscribers is projected to increase, according to eMarketer. Average daily Netflix viewing time among adult users is projected to increase 2.2% to 56.6 minutes per day in 2020.

2019 was the first year digital video topped 25.4% of users’ total digital consumption, which includes time spent on apps and surfing the Web, but excludes social media.

“Video streaming is a mainstream, daily routine for most US adults, occurring on all devices and increasingly when viewers are on the go,” added analyst Oscar Orozco said. “In fact, an April 2019 study from OpenX found that nearly one-third of users of subscription streaming platforms say screen size has no impact on what they watch or for how long. Because of this, video will continue to be the main driver of digital media consumption in the coming years.”

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