At the OTT.X Fall Summit, Parrot Analytics' Jaime Otero presented a research deep dive on the performance of streaming services. The presentation looks at key streaming metrics and helps understand the underlying drivers of these economic indicators.
Outlined below are some key insights from the report:
Which Streaming Services have the Greatest Share of Subscribers in UCAN
- Netflix is still the leader in the UCAN region in terms of market share of subscribers
- We estimate that Amazon Prime Video is not far behind in this measure, even though the comapny does not regularly report on Prime Video subscribers
We can see how each platform's churn rate has changed over time
- Even though not all platforms report on churn, our Streaming Economics model estimates platform level churn going back years.
- Netflix still has an industry leading low churn rate.
- Hulu has seen notable improvement in its churn rate in recent quarters.
How is exclusivity a key tool platforms can leverage to reduce churn?
- When we plot the exclusive demand for these platforms' TV catalogs against their churn rate an important relationship becomes clear.
- Increasing demand for exclusive content on-platform helps reduce subscriber churn.
- Streamers looking to keep subscribers from leaving should prioritize adding in-demand exclusive content to their platform.
Download the full report here to explore additional insights into the economic drivers of streaming platforms.
To know more about Parrot Analytics' full suite of entertainment analytics and streaming economics products, visit the link here.
