Netflix reportedly lost more than 30% of its market share in the United States during last year, as new competitors such as HBO Max and NBCUniversal’s Peacock entered the SVOD ecosystem, in addition to the exponential growth of its new main competitor, Disney+, according to new data from Ampere Analysis.
While the subscription streaming video giant continues to dominate in terms of total subscribers, Netflix’s market share was down to 20% from 29% in the previous research period. That is because Peacock and HBO Max grabbed about 5% and 3% market share, respectively, from Netflix.
However, Ampere says Netflix should not be worried yet. The streamer generated more than US$25 billion in revenue, and added a record 37 million subs globally in 2020, of which 80% came from outside the United States.
Amazon Prime Video, its longest standing competitor, has 16% market share in the United States, followed by Hulu (13%), HBO Max (12%), and Disney+ (11%). Apple TV+ matches Peacock at 5%, followed by ESPN+ (4%), Paramount+ and Starz (3%). YouTube TV, Sling TV and BritBox each have 1% market share.
Notably, Ampere Analysis suggests Prime Video has 54 million active users from a paying base of 150 million Prime members, altough Amazon has not updated Prime Video streaming metrics. Overall, the average U.S. household spends $40 monthly on streaming services — up 17% from an average of $34 spent monthly in early 2020.