Netflix, Amazon Prime Video and Hulu were the leading streamers in the region as new market entrants have shifted the list. Approximately 78% of US broadband households are subscribed to at least one OTT service.
Parks Associates, published an updated list of the top 10 subscription OTT video services in the US. The figures are based on an estimate of subscribers through September 2020 from the researcher's “OTT Video Market Tracker.”"For many years, the Big 3 in OTT, Netflix, Amazon Prime Video, and Hulu, have ruled the top of the subscription-based OTT service space," said Steve Nason, Research Director, Parks Associates, and author of Parks Associates' industry report The Next 'Big 3' in OTT. "However, with newer entrants and expanded offerings, that trend may be about to change.”
The list of the top services is as follows: Netflix, Amazon Prime Video, Hulu, Disney+, ESPN+, HBO Max, Apple TV+, CBS All Access, Showtime, and Starz. “The Big 3 and their main challengers have gone to market with varying content and distribution strategies, with the same goal in mind: reach elusive consumers with a compelling content offering and user experience to be a foundational essential service in an OTT subscriber's service stack,” Nason said.
The research firm found that 78% of US broadband households subscribe to at least one OTT service, a 71% increase from the previous year. The new report The Next 'Big 3' in OTT evaluates the emergence of new SVOD services recently launched and their potential impact on the market penetration and revenue of the current dominant services. According to Nason, partnerships such as that of HBO Mac and Amazon are crucial. "The Walt Disney Company announced 10 million subscribers upon initial launch, which put Disney+ as fourth on the list, where it has remained for almost a year," Nason said. "That shows how difficult it will be for any service to break into the 'Big 3' for OTT services."
Parks Associates notes that recently launched streamers such as HBO Max, Apple TV+, and Disney+ have influenced the list of . Sling TV dropped out of the list, and with MLB.tv falling off, ESPN+ is the only sports-based service on the list. Despite all these changes, the top three remain fixed with Netflix, Amazon Prime Video, and Hulu. NBCUniversal's Peacock is starting to make inroads in terms of paid subscriptions, but currently, the base for that service is mainly comprised of users of the free ad-supported tier.
For many years, the Big 3 in OTT, Netflix, Amazon Prime Video, and Hulu, have ruled the top of the subscription-based OTT service space. However, with newer entrants and expanded offerings, that trend may be about to change.” Steve Nason Research Director, Parks Associates