• by Alex Weprin , April 4, 2019

New data from Parrot Analytics underscores just how big a lead Netflix has over its competitors in the streaming video space.

According to Parrot’s 2018 Global Television Demand Report, Netflix controlled 71% of the “demand share” for original digital programming last year. That's according to the company’s Demand Expressions data, which measures “the total audience demand being expressed for a title, within a country, on any platform.”

For comparison, Amazon Prime Video held an 11% share, while Hulu held a 9% share. 

Somewhat surprisingly, CBS All Access held a strong 4% share, while WarnerMedia’s niche DC Universe service held a 1% share, despite only launching late last year. That service’s focus on action and adventure fare appeared to be a differentiator compared to other streaming offerings. Both offerings have far fewer original programs than their larger competitors.

Parrot suggests that despite Netflix’s massive lead, these new services are having an impact in shifting consumer expectations and behavior.

“Our OTT market share trend analysis reveals that the launch of new services have started to impact the platform demand share of the existing players,” the report says.

The Parrot Analytics report also shows just how global Netflix is when compared to its U.S.-centric competitors. The company examined 10 global markets and found Netflix held at least 65% of the demand for digital originals in each one.

Hulu remains U.S.-only, though it is planning an international expansion in the near future. CBS All Access meanwhile has slowly launched in a handful of English-speaking markets.