Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "netflix"
- For paid streamers, the good news is that 77% of those who sign up to watch a specific original/exclusive show keep their subscriptions when the show ends, finds the latest Hub Entertainment study on content discovery and platform usage.
- Netflix currently has high saturation among the older demographic, particularly in the U.S. But it may have a tough time keeping them in the face of cheaper competitors that offer sports and news.
- Total "churn" was 6% in the second quarter of this year, down from 8%, according to Kantar Entertainment on Demand.
- 83% report watching streamed TV, versus 81% watching live TV. Heavy live-TV and streaming watchers have both declined, but mid-level streamers have increased significantly.
- The Kagan report projects $5.21 billion will be spent on originals -- around 38%. Previously, Netflix had told analysts it expected to spend $17 billion on content on a "cash basis."
- The Emmy Awards telecast alternates among the Big 4 broadcast networks because it has traditionally been seen as a major promotional vehicle for all the broadcast networks. This, of course, hasn't really been true for several years. In the mid-2000s, premium and ad-supported cable networks started to overshadow the broadcast networks for some of the major Emmy awards. It is now primarily a showcase for HBO and streaming services, most notably Netflix (although other streamers are starting to catch up). Of the 102 major comedy and drama nominees in 2021 - best comedy, best drama, best limited series or movie, and the acting nominees in each category (the major awards viewers care most about) - nearly 40% were on Netflix or HBO. In this week's edition, I analyze the recent evolution of the Emmy Awards, and their implications for television.
- What IS surprising: how few brands made their debut in the Brand Keys Loyalty Leader List this year -- the fewest newbies in over a decade.
- Even with dings from Wall Street, they still made out OK.
- Asked about intent to cancel, 39% cited Showtime, while HBO Max and Netflix were at just 11% and 12%.
- The streamer has long resisted a move to add an advertising option to its service.
- With the last two major SVOD launches in the game as of Q4 2020, the U.S. market-share impacts of growing competition on Netflix and #2 Hulu are clear. But Netflix still has a not-so-secret weapon: extraordinary customer loyalty.
- Netflix accounted for the top seven of 10 most in-demand original series.
- Netflix's percentage of existing subscribers leaving the service was a low 2.5% for Q4 2020.
- Increasingly, there are ways for brand marketers to reach viewers on SVOD via so-called "brand integrations," formerly called product placements. And today Nielsen is releasing its first-ever "SVOD Brand Integrations Report" to Madison Avenue some perspective, as well as a baseline to plan with.
- The 900 TikTok accounts tracked for 12 months by Conviva amassed a combined 612.7 million and gained a "staggering" 604,000 new followers, on average.
- As some streaming TV platforms' "reach" levels near broadcast/cable TV network numbers, they could compete for exclusive live major sports franchise deals, with a 55% reach number of U.S. TV households, according to an analysis of Nielsen data and other metrics by MoffettNathanson Research.
- The largest and most established streamers' share of new U.S. SVOD subscriptions was down to 7.4% in Q4, while Amazon Prime Video and newbie HBO Max had 18.2% and 19.2% shares, respectively.
- The growth beat the previous record of 211.7 million in Q4 2018, reports Strategy Analytics.
- Disney+ will add 112 million subscribers (+58%) worldwide, while No. 1 Netflix will add 73 million (+36%), to reach 274,000, projects Digital TV Research.
- From July-September, Peacock took 17.2% of new premium streaming subscribers with Amazon Prime Video at 16%, according to Kantar, followed by HBO Max at an 11.3% share.
- With 3.011 billion gross minutes viewed, the launch of the second season of Netflix original series "The Umbrella Academy" was by far the most-watched program on subscription video-on-demand (SVOD) services, according to a new weekly "Top 10" ranking released by Nielsen today. While Nielsen has long provided top tens for conventional TV series, the new service reflects the growing importance of SVOD services as an extension of the medium.
- In comparison, in 2018, 69% reported subscribing to Netflix, Amazon Prime or Hulu, reports Leichtman Research Group. And 40% of U.S. adults now stream an SVOD daily.
- A recent study suggests the COVID-19 pandemic has accelerated shifts in consumer behavior, leading to permanent changes in the way Americans watch, read, listen, play, shop, work and socialize. Conducted by the IAB and the USC Center for the Digital Future, the study finds Americans coping with the pandemic report making life-altering changes in days, and most say they want to maintain the positive ones including spending more time with their families. Most are watching more TV and streaming services, and more people have adopted online shopping and banking.
- In a seemingly counterintuitive projection, a well-regarded equities researcher this morning issued an alert for Netflix's streaming revenues due to the impact of Coronavirus. The warning seems counterintuitive, because a global pandemic causing people to live and work more from home would seem to be a boon for an entertainment platform streamed from the safety of people's homes.
- A study by Hub Research also confirms that original content is a major perception advantage for Netflix -- and that perceptions of streamer and network brands are considerably more key in driving viewing behavior than viewers realize or care to admit.
- In U.S. broadband households, SVOD adoption has plateaued at 71%, according to new research from Parks Associates. But the report also found that total average per-week video consumption, including TV, was up 33% in 2019.
- Disney+ is seeing increased consumer intent to purchase the service against flat intent for other premium streaming services -- Netflix, Amazon, Hulu, Apple TV+ and the forthcoming HBO.
- Netflix has replaced Aldi at the top of YouGov's BrandIndex "buzz" league table. "Marketing Week" reveals the discount supermarket had topped the table for the past six years. Greggs, the baker, and Spotify made it into the top 10 for the first time, with the BBC and Samsung dropping out of the top ten spots.
- In this week's edition, I break down the winners and losers in the Streaming Wars.
- Terrestrial channels are more suited to second screening, but the gap is surprisingly huge.
