new ott market pulse report - phoenix mi
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OTT Market Pulse ReportInsights Into Subscriber Growth Trends & Drivers In The OTT Streaming Services Market
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PROPRIETARY & CONFIDENTIAL
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Answering Key Questions Such As:
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Stay Up To Date on OTT Streaming Service Trends With Our Monthly Market Pulse Report
Current State of The OTT Market –Which Services Dominate?Which Services Need to Find Their Niche?
Emerging Services –Which New Services are the Latest Threats and & Why?
Building Brand Equity –How do Perceptions and Satisfaction Drive Customer Growth?
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19%
16%
16%18%
14%
16%26%
18%19%
18%
9%
10%
49%
21%
16%
7%3% 3%
19%
15%
18%21%
10%
17%
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Overall State of the Market# of Subscriptions
Kids Under 25 in HH
18-34 35-54
55+
Multiple subscriptions are the norm in the OTT Services Market – more than 34% of Households have 3 or more subscriptions.
However, there is still room to acquire new subscribers -31% of Households Don’t Have an OTT Subscription.
The OTT Market is Young: The 18-34 year old viewer is more represented in the
Streaming Market than it is in the Linear Viewing Market.
Younger subscribers are using the most services. Households with Kids Under 25 also accumulate
more subscriptions.
31%
18%17%
15%
9%
10%
0 12 34 5+
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Overall State of the Market –Multiple Subscriptions Dominate
# of Subscriptions
Netflix, followed by Amazon Prime Video are the market leaders, regardless of the number of subscriptions.
Disney+ is quickly emerging as an OTT leader, hot on Hulu’s heels, especially among those with 3+ subscriptions.
31%
18%17%
15%
9%
10%
0 12 34 5+
# of Subscriptions
1 2 3 4 5+
Netflix 53% 74% 84% 91% 88%
Amazon Prime Video 23% 60% 74% 70% 83%
Hulu 8% 24% 45% 69% 79%
Disney+ 5% 16% 40% 67% 85%
HBO Now 4% 7% 12% 38% 62%
Apple TV+ 3% 7% 18% 22% 55%
ESPN+ 0% 5% 14% 14% 56%
CBS All-Access 2% 4% 7% 16% 47%
Peacock 2% 3% 7% 11% 32%
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Disney + and Peacock stand out with vibrant future growth net of any early churn. CBS All Access is experiencing the opposite.
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Net Growth Intenders –Expected Future Growth (3 Month) vs. Historical Churn (3 Month)
-1% 0% 1% 2% 3% 4% 5% 6%
CBS All-Access
HBO Now
Amazon Prime Video
Britbox
Philo
Netflix
Tubi TV
Mixer
Pluto TV
Twitch
Redbox On Demand
Redbox Free Live TV
Hulu
Apple TV+
ESPN+
Peacock
Disney+
Net 6 Month Growth
Net 6 Month Growth = Plan to subscribe in next 3 months – Subscribed to but cancelled in last 3 months
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Disney+ Subscribers are actively considering additional services, particularly the newly offered Peacock, niche oriented ESPN+ and Apple TV+.
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Disney+ Top Additional Subscriptions
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Peacock
CBS All-Access
ESPN+
Apple TV+
HBO Now
Hulu
Amazon Prime Video
Netflix
Top Additional Subscriptions Among Disney+ Subscribers
Also Subscribe 6 Month Net Growth/Churn
6 Month Net Growth/Churn = Plan to subscribe next 3 months – Cancelled in last 3 months
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Not surprisingly, Amazon Prime Video and Hulu dominate for additional subscriptions among the Netflix fans. However, Netflix subscribers also seem to have an affinity toward other services- such as Disney+, followed closely by Peacock, ESPN+ and Apple Tv+.
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Netflix Top Additional Subscriptions
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Peacock
CBS All-Access
ESPN+
Apple TV+
HBO Now
Disney +
Hulu
Amazon Prime Video
Top Additional Subscriptions Amongst Netflix Subscribers
Also Subscribe 6 Month Net Growth/Churn
6 Month Net Growth/Churn = Plan to subscribe next 3 months – Cancelled in last 3 months
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Netflix leads in terms of overall Subscriber Satisfaction.
Disney + has managed to quickly break through, rivaling Hulu and outpacing Amazon Prime Video on Satisfaction.
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Overall OTT Streaming Service Satisfaction
0% 10% 20% 30% 40% 50% 60% 70%
RedBox On Demand
Philo
Mixer
Redbox Free live TV
Pluto TV
ESPN+
Twitch
Apple TV +
Britbox
CBS All-Access
Peacock
Tubi TV
Amazon Prime Video
HBO Now
Disney +
Hulu
Netflix
Top Box Satisfaction
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Netflix has capitalized on its early entry into the market, driving strong performance across key perception & recommendation pillars
Interestingly, Hulu does well in all areas but Trust, where it lags the other lead services.
Apple TV+ poses an interesting addition to the market. Given their scores, trust from Apple’s other offerings may have produced a halo effect on their streaming offering
However, Apple TV+ limited content selection may have contributed to low Likelihood To Recommend
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Perceptions & Recommendations: Netflix Currently Leads the pack
25%
30%
35%
40%
45%
50%
55%
60%
65%
40% 45% 50% 55% 60% 65%25%
30%
35%
40%
45%
50%
55%
60%
65%
40% 45% 50% 55% 60% 65%
SAT
ISFA
CTI
ON
RE
CO
MM
EN
D
TRUST EASE OF BUSINESS
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OTT Services & PhoenixBrand Health Pillars
CORE PILLARS Established with over 200 brands across 20+ categories
ADVANCED ANALYTICSThe contribution of each pillar’s relevant component metrics have been derived via Structural Equation Modeling
Our framework acknowledges 5 pillars that contribute to brand success
Brand Health ScoreDependent Variables: Consideration | Trial | Price Premium | Loyalty
RE
LEVA
NT
SA
LIE
NT
VALU
E
DIS
TIN
CT
ME
AN
ING
FUL
Offering Providing Reputation ConnectionKnowledge
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Netflix, Amazon Prime & Disney+ lead the way on the core levers of power in the OTT space.
Amazon Prime Video is not necessarily seen as being Relevant. This may be due to content, marketing or both.
Disney+’s tenure in this market is still short, likely leading to its library not yet being seen as overly Meaningful. As familiarity grows, its library of titles should help its growing reputation in this area.
OTHER TOP PLAYERS: ESPN+ has a core audience, but given its sports
niche, likely doesn’t have the broad offerings to stand out among more established services and meet all the needs of the OTT subscriber.
HBO NOW is seen as an expensive service and one that is difficult to do business with, leading respondents to not necessarily want to be associated with it.
Apple TV+ is the unknown in the market. Their most on brand path in is through their image. But that alone is unlikely to drive needed market penetration.
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OTT Services and Phoenix Brand Pillars
Value for Money{ Value }
Current { Relevant }
Reputation{ Meaningful }High Quality
{ Distinct }
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Phoenix provides a portfolio of Customer Experience, Media Research & Marketing Communication Solutions.
Our Solutions will help you continue to build a successful OTT Offering & deliver an outstanding OTT Customer Experience.
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Additional Phoenix Solutions For OTT Streaming Services
CUSTOMER EXPERIENCE Phoenix Customer Experience
Platform can be tailored to your specific needs
Our CX Consultants can identify the moments that matter, respective performance vs competitive benchmarks, and will highlight best in class insights
MEDIA INSIGHTS Phoenix Custom Media solutions
enable you to understand what will drive viewers to your service
Program & Ad Testing, Consumer Engagement & Brand Positioning Research help you align your service with audience needs
AD SALES RESEARCH Phoenix Brand Effect delivers real
world, in-flight ad performance Understand how your OTT streaming
content drives audience engagement and advertising ROI for your advertising clients
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Getting Started
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STANDARD REPORT
Subscription to our Monthly OTT Streaming Services Market Pulse Report
Standard Report Includes: Syndicated reporting on the state of the market, plus a deep dive into subscriber flow
(growth, churn, retention) for your brand A review of subscriber perceptions, satisfaction, & recommendation across the market Topline Brand Equity review for your brand and leading brands in the market Includes tracking for 20+ on-demand Streaming video subscription & Live Streaming
TV servicesStandard Survey Includes Core Brand Attributes Battery for your brand & the Top 6 brands in the market Survey Sample: N=1000 sample/month across all services A18+ Enables us to determine overall subscription incidence & churn
3 Month Subscription
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What We Offer
OTT Service Perceptions & Recommendations
Subscriber Growth & Churn
QualificationDemographics
STATE OF THE OTT MARKET
SURVEY FLOW
# OTT Services By Subscriber
OTT Services& Brand Equity
EXPANDED REPORT
Additional 500 Survey Sample/Month (A18+) Additional 2-3 survey questions Includes BrandPi Brand Equity Model
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We are a full-service market research firm comprised of more than 300 professionals, launched in 1999 by seasoned research experts, built upon the idea of countering the challenges that end clients were experiencing with many of their market research providers, and focused on these guiding values:
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