Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "netflix"
- Although Netflix continues to see strong global subscriber growth, total viewing hours have only inched up 1% year-over-year,
- Most of my review editions analyze three TV series under the banner of "The Good, The Too Bad, And The Ugly." In this week's edition I'm giving you everything you'd ever want to know about "Evil," one of the best series on television, which has been canceled by Paramount+ after four seasons and 50 episodes. There has been some hope that Netflix or some other outlet might pick it up (some of the show's stars have been lobbying hard on social media, as has sci-fi/horror author, Stephen King), but I haven't heard anything, so it looks like this might be the end of the line. After the unexpected cancellation announcement, four additional episodes were ordered (making 14 for the season), so the series could come to a fitting conclusion.
- Nearly half of respondents say their "first stop" destination is one of the "big 5" streaming services - Netflix, Prime Video, Disney+, Hulu, Max - up vs. 35% in 2021 and 30% in 2018.
- Streaming and media players have no choice but to continue to sell their premium library content to Netflix to offset their own poor returns in streaming.
- The top three streamers in share of time spent viewing are YouTube, Netflix and Hulu, with YouTube TV at 8% share and Amazon Prime Video at 6%. The top premium streaming platform in household reach is Netflix with a 64% share followed by YouTube at 57%, Hulu, 41%; Prime Video 34%; Max, 29%; Peacock, 23%; Disney+, 22%; and Paramount+, 21%.
- As competitors ramp up their AVOD options for their streaming/digital platforms, growing CTV inventory is expected to "outpace demand near term," says Bernstein Research.
- The revised New Street Research forecast projects Netflix will add 13 million net new ad-option subscribers in 2024 and 8 million in 2025.
- MoffettNathanson Research says that when comparing Disney's D2C performance to Netflix, Disney is still far behind from a trend perspective.
- In response to Netflix's research release last week, MoffettNathanson Research says "63% [two-thirds] of viewership was driven by titles neither in the top 100 nor in the bottom 10,000." Netflix said 99% of all viewing came from 18,000 titles, with nearly 100 billion hours viewed. MoffettNathanson adds that 10 titles drove 8% of all viewership in the first half of 2023, and 100 titles drove 33%.
- Consumers express high loyalty to their default apps or sources.
- Netflix is projected to retain a nearly 30M size advantage over the next-largest U.S.-based rival Amazon Prime Video.
- Despite the push for streamers to cut TV/movie spending, major platforms keep funding billions on new TV and movie content, according to analysts from Bernstein Research.
- Three years' difference in average sub duration can make a crucial difference in services' bottom lines.
- Although streaming trends are growing versus pay TV, there is more overall evidence that streaming is a maturing market as its penetration of U.S. households inched down 82% in Q3 from 83% in Q2, according to a new HarrisX/MoffettNathanson Research analysis.
- Netflix commands top viewing consumption among its subscribers, according to Bernstein Research. Hulu is next highest. Netflix subscribers spend around 90 minutes a day on the platform.
- Seven paid video and audio streaming services are among the most common items within U.S. household budgets, but five are also among the top 10 items most likely to be cut if finances get tight.
- Adoption of cloud gaming is growing, and Netflix's no-fee approach and targeting of casual gamers is a wise approach, a researcher reports.
- With 75% of growth in video hours on CTV devices from smaller platforms, YouTube is the only one of the top six platforms that has grown share with a leading 28% of total video hours vs. 24% a year ago.
- The 'Big Three' now account for 43% of streaming services in U.S. homes, versus 56% in 2020, although one or more of the three are still found in 83% of homes, per latest Leichtman Research survey.
- Overall, streamers saw an increase in cancels driven by viewers' perception that the time spent with a given service does not justify its cost.
- Hulu, Peacock and Paramount+ have by far the largest shares, but the new Netflix and Disney+ AVOD offerings are showing strong growth.
- Netflix says brands are now able to target media buys across its Top 10 programs. But still,1.5 million subscribers? Is that enough for brands to solve their reach and other issues?
- Survey shows little cannibalization of higher-priced no-ads subs, meaning net growth -- a decidedly positive trend for the big streamers.
- Mixing ad-supported and no-ads plans based on specific services is the fastest-growing behavior, likely to soon become dominant, reports Antenna.
- Since its decision to curb password sharing, Netflix had the four single largest days of U.S. user acquisition in four-and-a-half years, according to Antenna, a research company that covers the subscription economy.
- Prime Video surpasses Disney+, which lost ground after ranking #1 last year.
- Netflix could take a big loss among young subscription-owners in the shift to making free password-sharing users pay for the service, a study says.
- But 50% of Gen Zs and Millennials said, when polled in late March, that they would cancel if they couldn't share their accounts at no cost anymore.
- Amazon Prime Video will be just 12 million behind Netflix, and 43 million ahead of Dinsey+, per Digital TV Research projections.
- Sentiment about the amount of advertising on Netflix likely is affected by people's experience with ad-free streaming.
