Has Prime Video Surpassed Netflix In U.S. Subscriber Share?

Amazon Prime Video has edged out traditional No. 1 Netflix in share of United States subscribers, at least according to a new study by the streaming guide app JustWatch. 

JustWatch’s data is based on tracking the streaming video habits of 20 million of its own users across 59 markets, including …

3 comments about "Has Prime Video Surpassed Netflix In U.S. Subscriber Share?".
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  1. Dan C. from MS Entertainment, April 14, 2023 at 11:13 a.m.

    How many people get Amazon Prime because they want fast shipping and have access to Prime Video and how many people get Amazone Prime because they want the video?


    Seems like there should be an asterisk here because you've got a retail company offering a subscription that offers many services, with video being one of them, vs. companies that are strictly charging to stream content.  You don't get Disney Park access for being a Disney+ member and Apple basically gives away subscriptions to Apple TV every time you buy a new device. 


    Do we have access to hours watched vs. subscriptions?  It just doesn't seem like an apple to apple comparison (no pun intended).

  2. Ed Papazian from Media Dynamics Inc, April 14, 2023 at 11:53 a.m.

    Correct, Dan. And according to Nielsen, in February, Netflix attained a 7.3 share of all "TV" viewing---that's linear plus streaming---while Amazon Prime--despite its huge subscriber base ---got only 3.0%. Now 3% is not bad as it's close to what a typical fully programed broadcast TV networks gets but the main point is that subscriber counts alone don't tell the full story. It's how much time---if any---users devote to your content that really counts.

  3. Michael Greeson from Aluma Insights, April 14, 2023 at 4:44 p.m.

    We recently asked US adult SVOD buyers to rate the importance of 11 different features to Amazon Prime's overall value. Most Prime subscribers watch SVOD on TV, though not necessarily Prime Video, so we believe the sample to be representative of most all adult Prime users in the US.

    According to the survey 95% rank free shipping as important to Prime's value, 71% very important. As well, 91% rank Prime Video as important to Prime's value, though only 59% rate it very important. Prime Day discounts, Prime Music, and other features rated less important, significantly so when it came to the percentage selected it as very important.

    Hope this helps.

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