Report: U.S. Streaming Video Consumption Doubled During Pandemic — Driven by Netflix

Beginning in mid-March, SVOD use in the United States skyrocketed to nearly 600 minutes monthly from fewer than 300 minutes in June 2019. The tally surpassed 700 minutes in April, before leveling off in the mid-600 range in May and June, according to new data from 7Park.

Throughout the pandemic, one service continues to dominate: Netflix. While the SVOD pioneer’s recent quarterly financials underscored the platform’s enduring appeal among new subscribers, actual use of the service is undeniable.

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Indeed, Netflix use accounted for 69.2%, 71%, 67.4% and 70% of all SVOD consumption in March, April, May and June, respectively.

New York-based 7Park said 73% of viewers watched only one platform, while 22% watched two platforms and 5% watched three or more. Multiple platform usage increased since March due to COVID-19 stay-at-home orders but looks to be trending down.

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“Streaming is still above March pre-COVID-19 stay-at-home order levels, and the majority of viewers’ time spent continues to be on Netflix, which accounted for 70% (445 minutes) of total streaming minutes across all platforms,” wrote Lindsay Bisson, with 7Park.

That said, use of Netflix and Prime Video declined 4% and 12%, respectively, during the pandemic while upstart services such as Apple TV+ and Disney+ saw surges due to original content such as Defending Jacob and Hamilton, respectively.

Between July 1-5, 7Park said Hamilton was the most-viewed streaming video title, accounting for 22% of the time households spent across all five major streaming platforms. More than 80% of Disney+ users watched the Lin-Manuel Miranda-written/starrer, and it secured 87% of the total time spent on Disney+ platform.

7Park said the surge of Apple TV+ use likely continued with Tom Hanks’ Navy war drama Greyhound.

Report: Apple iTunes Drove Initial Disney+ Sign-Ups

With Disney’s branded subscription streaming video service operational for more than a month, new data suggests a large number of (domestic only) subscribers joined the platform through Apple iTunes. Apple bowed its own SVOD service, Apple TV+, on Nov. 2.

Disney said more than 10 million people signed up for the service in the first 24 hours. Wall Street firm Cowen & Co. estimated the service had 24 million subs by the end of November.

In a report from 7Park Data, monthly subscriptions accounted for 70% of post-launch subscriptions. The Disney+, Hulu and ESPN combined bundle represented about 20% of total subscriptions. Disney said more than 10 million people registered (not subscribed) for the service in the first 24 hours.

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Regarding pre-launch sales, 7Park said 56% were for at least a year — 30% opted for a 3-year plan (only offered to D23 members) and 26% chose the annual subscription. The Cyber Monday sale ($10 discount for 1-year plan) boosted annual subscriptions on 12/2 and 12/3, accounting for 35% of sign ups.

Receipts directly from Disney accounted for 58% of the subscriptions with iTunes coming in second at 33% in the first month. Roku and Google Play accounted for 7% and 2% of sign ups, respectively.

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7Park said that with Disney+ offering a seven-day free trial (14 days to Delta Air Lines SkyMiles members), the data does not track how many free trials converted into subscribers.