Netflix Has Highest Subscriber Viewing Time - 33% Higher Vs. Hulu

More than its competitors, Netflix commands top viewing consumption among its subscribers -- with 33% more time per day than its nearest competitor, according to Bernstein Research.

Netflix subscribers spend around 90 minutes a day on the platform. 

When indexed to Netflix, Hulu is next highest, with 68 minutes/per subscriber per day, followed by Max and Prime Video, each with 47 minutes; Peacock at 45 minutes; Disney+ with 39 minutes; Discovery+ at 24 minutes; Apple TV+ with 18 minutes; and Paramount+ at 18 minutes.

Considering all of this, Netflix could continue to raise prices -- which many analysts believe could happen soon. 

“We believe Netflix, with the deepest library, the highest number of new releases (nearly doubling the next rival) and sufficient number of top-notch shows will continue to be a price setter,” according to Laurent Yoon, media analyst at Bernstein Research. 

Disney+ could also see a price hike -- relative to its competitors and their daily subscriber consumption. Disney’s lowest ad-free option is currently priced at $13.99/month. Max is at $15.99; Hulu, $17.99; and Netflix is at $15.49.

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Yoon said: “Disney+ remains under priced relative to its utility, which suggests the October price raises should lead to minimal churn.”

Currently, Disney+ ARPU (Average Revenue Per Subscriber User) -- indexed to Netflix -- is also 50% lower than Max, Prime Video, and Peacock.

“We believe [Disney’s] above-average quality should help to mitigate such concern.”

3 comments about "Netflix Has Highest Subscriber Viewing Time - 33% Higher Vs. Hulu".
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  1. John Grono from GAP Research, October 18, 2023 at 4:54 p.m.

    Thanks for the data Wayne.

    Could you please clarify how "Netflix subscribers spend around 90 minutes a day on the platform" is calculated.

    Is it based on the days when the Netflix subscriber decides to view Netflix (i.e. logged in and watched for an houir and a half) or is it based on 'the average day' which would include days when they don't log in?

    For an example I am a fervent AFL Sydney Swans fan   The broadcast is around 3 hours.   But there is only one game per week.

    Can you please find out for clarity?

  2. Ed Papazian from Media Dynamics Inc, October 18, 2023 at 6:19 p.m.

    John, while we wait for an answer to your question we can speculate. My guess is that they found a number of people online who claimed that they were subscribers to the various services. Next, they may have asked them either if they had watched anything on each service they subscribed to in the past day---or, maybe, the past week, or, maybe, month. Next, they probably asked anybody who qualified as a viewer to estimate either the amount of time they devoted to the content---or, failing that, they might have asked respondents who qualified how much time they"usually" spent per day with each service.

    Whatever the methodology, the  question is whether the stats shown above, are per-capita figures that apply to all subscribers---on average---whether they watched or not----- or whether the stats refelct the time spent per day only for those subscribers who watched on an average day. In the latter case I would  expect the findings to be closer for the various services. However, it hese are per-capitas, then you might get much larger differences.

    OK, Wayne---the ball is in your court.

  3. John Grono from GAP Research replied, October 18, 2023 at 8:07 p.m.

    Yes Ed, that is a possibility.

    When "tick the box" surveys give the respondent limited options.   And yes, it is also claimed viewing and the response tends to be 'perceived average' (as demonstrated by the survey that revealed that 80% of drivers think they are safer than the average driver).

    But I notice that the reported durations were 90, 47, 47, 45, 39, 24, 18 and 18 minutes.   That could be the average of the 'ticked boxes' but it also may not be.

    Here in AU we are working with selected streamers internal duration data (non-public at this stage).   Of course it doesn't mean that someone was watching.   Hence my query to Wayne to see if he knows

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