Do Kantar's survey results suggest what kind of switching rates Disney+ and Netflix might see in the U.S., as they intro their ad-supported video-on-demand offerings?
Performance marketers have begun to view streaming and connected TV services as a valuable media in which to help brands expand advertising strategies.
TV content consumers seek not only ease of operations, but perhaps just a single TV source/access point. Can streamers really be everything to everyone? Probably not.
Disney is well on its way, merging databases to enable using Disney+ viewing habits to inform experiences at its parks, and vice-versa.
Netflix has few challengers in streaming minutes of viewing, but there is a growing list of second-tier and third-tier competitors, according to MoffettNathanson Research's analysis of Q2 2022 Nielsen
Netflix has dropped from first to fourth in overall satisfaction. Among ad-supported streamers, HBO Max gets the highest marks, and Hulu the lowest
Cord-cutters now make up 38% of CTV households, compared with 22% in 2020, as more people abandon cable and satellite service.
"We expect Disney+ to monetize U.S. advertising at a faster pace than Netflix, especially given the existing bundled sales approach that Disney is utilizing in their current upfront discussions,' says
MoffettNathanson senior research analyst Michael Nathanson.
A large library of content is the No. 1 reason that viewers will hold on to a streaming service subscription instead of canceling it.
Disney+ was the No. 2 streaming app by global app store consumer spend in 2021, second only to YouTube, reports App Annie.
Disney+ has failed to penetrate the audience of viewers 50+ who are unlikely to have young kids and may not be Marvel/"Star Wars" fans, a MoffettNathanson report says.
YouTube, Netflix led the top five apps by number of downloads in the U.S. and worldwide in 2021, reports App Annie.
Netflix has maintained its spot as the most popular video streaming service in the past couple of years.
Subscribers to video apps may be more likely to cancel service after bingeing on content as prices rise.
Disney is raising the price of Hulu+Live TV to $69.99 from $64.99. But it is also adding Disney+ and ESPN+ to sweeten the deal.
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.