Handwringing over the market saturation of subscription streaming video services appears to be overblown. New data finds that almost all of the major SVOD platforms saw viewership gains in the third quarter (ended Sept. 30), led by Netflix with about 70% market share, according to new data from research firm Attest.
YouTube TV made the biggest gains of all the TV streaming services upping weekly U.S. users by six percentage points to 23%. This is likely to grow further following the launch of a new mix-and-match offering that means users don’t have to pay $64.99 a month for the YouTube TV Base Plan.
HBO Max saw a 4.8 percentage point uplift to 32.6%, assisted by the popularity of its “Game of Thrones” prequel, “House of the Dragon,” which was the streamer’s most-watched show of the quarter. Amazon Prime Video grew 4.4 percentage points to 47.3%, joining Hulu in second place (47.2%).
Meanwhile, the growth that Disney+ saw in Q2 stalled in Q3. Netflix remained static but still towers above the competition for viewership.
Viewing time for subscription TV trended slightly up, with Americans most likely to say they watch between 1-2 hours per day (30.9%). Viewing time is also on the up for free on-demand TV, although a lesser 22.5% of people watch it for one to two hours per day (and 34.4% don’t watch it at all).
Meanwhile, pay-TV saw a 4.4 percentage point increase in regular viewers, with 77.7% of Americans saying they watch at least some live TV each day. This is most likely to be between one to two hours.