Netflix, Amazon Prime and Hulu Lead Parks Associates Top 10 OTT Services List

Netflix, Amazon Prime and Hulu, in that order, lead Parks Associates updated list of the top 10 subscription over-the-top (OTT) video services in the U.S. market. The list, released Nov. 7, is based on estimated number of subscribers.

The full list in order is:

  1. Netflix
  2. Prime Video Users (Amazon Prime)
  3. Hulu (SVOD)
  4. HBO Now
  5. Starz
  6. MLB.TV
  7. Showtime
  8. CBS All Access
  9. Sling TV
  10. DirecTV Now

 

“Which company is the leading OTT video subscription service remains a topic of debate,” said Brett Sappington, senior director of research, Parks Associates, in a statement. “According to our estimates, Amazon has more Prime Members than Netflix has subscribers. However, when you consider only those Prime Members that use Prime Video, Netflix is the largest. Hulu remains the third largest but continues to grow its subscriber base.”

The firm noted the rise of a second tier of OTT video services from services with recognized brands, including several with high profile original content. Online pay-TV services Sling TV and DirecTV Now round out the top 10, ahead of similar services Hulu with Live TV, YouTube TV and PlayStation Vue. Online pay TV has been one of the fastest growing segments in the OTT video space, with aggressive marketing by all, according to Parks.

“HBO, Starz, Showtime, and CBS All Access demonstrate the powerful attractiveness of original content through series like ‘Game of Thrones’ and ‘Star Trek: Discovery,’” Sappington said in a statement. “This pattern suggests new services such as WarnerMedia’s DC Universe and the forthcoming streaming service from Disney could achieve success quickly.”

The top subscription sports OTT video services are MLB.TV, WWE Network and ESPN+. MLB.TV continues to lead the sports OTT subscription category, benefiting from its long tenure as a streaming service and popularity among dedicated baseball fans, according to Parks. WWE also has a dedicated fan base and publicly reported having more than 1.2 million U.S. subscribers at the end of Q3 2018, according to Parks. ESPN+ is a newcomer to the OTT video marketplace but recently announced that it had exceeded 1 million subscribers.

Other findings include:

  • OTT video subscription penetration has reached 64% of U.S. broadband households, with more than two-thirds subscribing only to one of the top three services, Netflix, Prime Video, or Hulu;
  • The online pay-TV audience is similar to the OTT audience — they are younger and quicker to adopt new technologies when compared to traditional pay-TV households; and
  • Over the past three years, OTT churn rates have gradually fallen each year from 31% of OTT subscriptions cancelled each year in 2015 to 28% in 2018.

Russell Wolff Upped to GM of Streaming Platform ESPN+

Longtime ESPN executive Russell Wolff has been named EVP and GM of ESPN+, the branded over-the-top video streaming service, it was announced Oct. 31 by Michael Paull, president, Disney Streaming Services, to whom Wolff will report.

In his new role Wolff will be responsible for managing ESPN+, which recently topped 1 million subscribers, in addition to collaborating on the overall management and commercialization of ESPN-branded digital products.

“His strong business acumen and exceptional leadership qualities make him the perfect leader to advance the growth of ESPN+ as we continue to evolve the service,” said Paull, a former senior executive at Amazon Prime Video.

Most recently, Wolff served as EVP and managing director, ESPN International, where he was responsible for all of ESPN’s international businesses, which grew to reach multiple countries and territories across all seven continents.

As part of his previous role, Wolff guided ESPN’s digital expansion around the world, including the launch of mobile, online and streaming platforms, helping it establish a position as the number one digital sports brand globally. He led ESPN’s digital media teams to grow their global digital media portfolio, which included more than a dozen localized editions of ESPN.com and the ESPN app, ESPNFC (global football vertical), ESPNCricinfo (global cricket vertical), ESPN’s streaming platforms (including WatchESPN) and multiple other digital initiatives.

He also was a key driver of ESPN’s continued growth and leadership in Latin America. Under his direction, ESPN’s offerings grew into a multimedia business that includes 13 television networks, the most diverse portfolio of programming and sports events, and the operation of production facilities and offices in Argentina, Brazil, Colombia and Mexico.

Wolff first joined ESPN International in 1997 as vice president, managing the company’s business interests in the Pacific Rim.  In 1998, he joined ESPN Star Sports, as VP of programming and event management and was later promoted to SVP.  Wolff returned to ESPN in 2000 as SVP, overseeing programming, marketing, and the company’s businesses in Asia, Europe, the Middle East, and Africa.

After graduating from Dartmouth College, Wolff began his career at the Leo Burnett Company in Chicago.  Shortly afterwards, he returned to Dartmouth and received his M.B.A. from the Amos Tuck School of Business Administration.  He will continue to lead ESPN’s involvement with the Special Olympics.

 

Turner Bowing Live Sports Streaming Service

As expected, Turner Sports will launch a live-sports streaming service in April. Dubbed, “Bleacher Report Live,” after the B/R online sports information platform, the service will initially be free, with “flexible” pricing plans to be rolled out later.

The platform reportedly will bow April 7 streaming “Spring League” football with Heisman Trophy winner Johnny Manziel.

The service – which is powered by Turner’s iStreamPlanet – is slated to carry UEFA Champions and Europa League soccer, NBA League Pass, PGA Championship, NCAA championship events (excluding football and basketball), lacrosse, rally racing and arm wrestling, among other sports.

“B/R Live” comes as Disney readies “ESPN Plus,” a $4.99 monthly SVOD service powered by BAMTech targeting cord-cutters, millennials and other non-pay-TV subscribers.

Notable to B/R Live – subscribers can acquire access on a per-game basis.

“That’s very important,” Lenny Daniels, president of Turner Sports, said March 27 at a press event.

Indeed, consumers will also be able to acquire “micro-transaction” access, which includes minutes of live action to a sporting event.

“When you have a two-and-a-half-hour event, some fans know they don’t have time to watch [a whole NBA game],” said NBA commissioner Adam Silver. “To me, it’s a logical evolution of where we’ve gone [with NBA Pass].”