and Canada (albeit the service’s advertising tier will surely have already boosted that figure considerably). Discovery reported 96.1 million subscribers across its direct-to-consumer platforms HBO Max and Discovery+, which will debut a combined platform this spring.īut that’s not to say all subscribers are created equal, as NBCU CEO Jeff Shell told audiences at an investor conference in December that Peacock was “approaching 10 bucks” per subscriber while Disney’s most recent earnings reported an average revenue of $5.95 per user in the U.S. Of the VOD streamers owned by the Big Five networks, Disney has 161.8 million international subscriptions to Disney+ (plus 48 million to Hulu and 24.9 to ESPN+), Paramount reports 56 million to its titular service (bumped to 77 million when adding Showtime’s and BET’s services) and NBCUniversal’s Peacock has 20 million, according to each company’s most recent earnings reports. By subscriber numbers, Netflix still holds the crown at 230.8 million global subscribers. Late last year, Disney+ and Netflix each debuted lower-priced ad tiers, and the trend will continue as Apple TV+ recently hired a head of sales, indicating its entry into ad-supported streaming as well.Īt this point, it’s looking like an unwinnable war. Rather, advertising has become increasingly important to streaming as media companies seek to maximize their average revenue per user to offset higher production costs (although how economic headwinds will challenge this year’s upfront negotiations remains to be seen). The average number of streaming apps per household is about seven, according to research firm TVision, which is only a fraction of the number available. Platforms have pivoted away from ranking their showdown by subscriber numbers after many saw audience declines in 2022 for the first time since the initial pandemic boom. Competition between streaming platforms has never been higher as market saturation seems to have reached a breaking point. Despite new ad inventory from Disney+ and Netflix, commitments to low ad loads keep inventory for marketers scarce (not to mention, at industry-high pricing despite growing economic headwinds). As the TV industry evolves, marketers are forced to continually evaluate how brands are making content for streaming platforms and expanding their efforts to better understand audiences.Īd Age has gathered answers to some of the most commonly asked questions about the rapidly evolving (and crowded) streaming industry: Caught in the crosshairs is the $67 billion TV advertising market.Īt this point, most streamers have launched ad-supported subscriptions. Now, streaming has left the battlefield, littered with short-lived platforms such as CNN+ and Quibi, to take on bigger foes in force-consumer fragmentation, subscription fatigue, big tech video platforms and the TV measurement mess. The streaming wars was once a phrase used to describe the bloodshed between TV's growing list of streaming services, duking it out for the highest user counts as a seemingly endless scourge of network-branded services bombarded viewers.
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