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New services such as Disney+ and Apple TV+, coupled with aggressive pricing and packaging, and continued expansion by incumbents are pushing the SVOD market to new heights, according to ABI Research.

Apple’s streaming service has acquired 33.6 million subscribers in the United States since its November 1 launch. This would put it ahead of Hulu’s 31.8 million subscribers and Disney+’s 23.2 million, according to a Wall Street Journal report.

Armed with a massive fan base and exclusive in-house content, huge media firms like Disney+ and Apple TV+ are upping the ante, drawn by an increasingly lucrative market, according to a new study from IHS Markit.

Both may be the video platforms US adults are watching most, but their days at the top may be numbered, as new services such as Disney+, HBO Max and Apple TV+ will fragment digital video viewing time even further.

Disney+ signed up an estimated 15 million domestic US subscribers in the first five days after its launch, compared with only 1.1 million for Apple TV+, according to data compiled by research outfit In My Area.