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TheStateof
StreamingApps2023
AnAnalysisofTVStreamingAppMarketTrendsintheU.S.andEurope
Introduction
Theentertainmentindustryisundergoingatransformativeshift,withstreaming
platformstakingcenterstage.Astrategythathasgarneredsignificantattentionis
Netflix’scrackdownonpasswordsharing.Whilethismovehasbeenbroadlysuccessful
acrossNetflix’sglobalmarkets,includingtheU.S.,itencounteredchallengesinsome
countries.Forinstance,followingNetflix’spasswordcrackdown,freestreaming
platformsandpublicbroadcastershaveseenasignificantincreaseinactiveusersin
bothSpainandFrance.TheseshiftssuggestthatwhilestreaminggiantslikeNetflixare
becomingmoreandmoreinfluential,traditionalbroadcastingchannelsand
competingstreamingplatformsmaystillholdconsiderablesway.
Asthelandscapecontinuestoevolve,streamingplatformsareadaptingtheir
strategiestoenhanceprofitabilitywhilealsorefiningtheiroutreachmethodstotap
intodiverseagegroups.Somestreamingplatformsarefindingsuccessinacquiring
newaudiencesbyadjustingtheirdigitaladstrategies.Forinstance,platformslike
PlutoTVhavestrategicallyincreasedtheiradinvestmentsinplatformspopularwith
youngeraudiences,suchasTikTok,aimingtocapturethisvibrantmarketsegment.
Ontheotherhand,Disney+,withashiftinadvertisingfocus(alongsideotherstrategic
moves),haseffectivelydrawninamorematureaudience,recognizingthepotentialof
thisdemographic.
Buildingonthismomentumofstrategicshifts,Disney+facesitsownchallengesand
opportunities:WhileitstillstrugglestobethemostpreferredalternativeofbothNetflix
andAmazonPrimeVideousersacrossanumberofcountries,itsupcomingplanto
mergewithHuluintoasinglemobileappfortheU.S.marketcouldsignificantlyboost
engagementandpresentuntappedopportunitiesforadmonetizationnextyear.
Furthermore,theplatform'sevidentappealwithinthegamingcommunitysuggests
gamingcouldalsoemergeasasignificantopportunityforDisney+inthefuture.
2|©2023SensorTowerInc.-AllRightsReserved
Jun-2020
Oct-2020
Feb-2021
Jun-2021
Oct-2021
Feb-2022
Jun-2022
Oct-2022
Feb-2023
Jun-2023
Jun-2020
Oct-2020
Feb-2021
Jun-2021
Oct-2021
Feb-2022
Jun-2022
Oct-2022
Feb-2023
Jun-2023
Disney+
Netflix
MonthlyDownloadsofLeadingTVStreamingApps
U.S.vs.Europe
HBOMaxappphasedout;usersshiftedtonewMAXapp
6M
4M
2M
0
U.S.
Netflix
HBOMax
Peacock
6M
Europe
AmazonPrimeVideo
4M
2M
0
3|©2023SensorTowerInc.-AllRightsReserved
TheU.S.TVStreamingMarket
RemainsCrowded,WhileEuropeisDominatedbyFewerPlayers
TheU.S.televisionstreamingmarket,markedbyfiercecompetition,
standsinstarkcontrasttoEurope's,whichishometomanysmaller
playersandafewpan-Europeanheavyweights.Inrecentyears,theentryofnewU.S.streamingserviceslikeHBOMax,Peacock,andParamount+intoEuropehasrampedup.However,theylargelyremainniche,
possiblydueinparttoregulatoryhurdlesliketheEU's2021rule
requiring30percentofforeignTVstreamingcontenttobeEuropeaninorigin.Despitethisrequirement,theoldcontinent'sstreamingsceneisdominatedbyU.S.-basedservices:Netflix,Disney+,andAmazonPrimeVideoarethethreemostpopularplatformsacrossEurope,accountingfornearly95Mdownloadsin2022.
IntheEuropeanUnion,Netflix,Disney+andAmazonPrimeVideoare
lockedinatightraceforconsumerattention.Althoughpopular,Netflixisn'tthetopchoiceineverycountry:inthefirsthalfof2023,amongtheEU'sfourlargestcountries—Germany,France,Italy,andSpain—itdidnotclaimthetopspotbydownloadsinanyofthem.AmazonPrimeVideo
wasthepreferredchoiceinFranceandItaly,whileDisney+wasfavoredinGermany.InSpain,HBOMax(nowMaxintheU.S.)tookthelead.Yet,NetflixheldthemostactiveusersinEurope,withtwiceasmanymonthlyactiveusers(MAUs)asitsclosestcompetitor,Disney+,andrankedfirstbyactiveusersinallEuropeancountriesexceptSweden.
Note:
TheHBOMaxappwasreplacedbyMaxintheU.S.inMay2023.ThischangeledtoasurgeinMaxappdownloads,exceeding13MinMay2023duetoHBOMax'suser
migration.Tomaintainconsistencyandaccuracy,Max'sdownloadfigureshavebeenexcludedfromthechartsinthisslide.
WeeklyTimeSpent
GooglePlay,U.S.andworldwide
110
100
90
U.S.
80
140
120
100
Worldwide.
80
4|©2023SensorTowerInc.-AllRightsReserved
TimeSpentonNetflixHas
RemainedStableAfter
PasswordCrackdown
Netflix'scrackdownonpasswordsharinghasproveneffectiveingainingnewsubscribers.Withitspaidsharinginitiative,launchedinMay2023
(earlierinsomemarkets)andnowactiveacrossmostofNetflix’sregions,itsawa5.9MincreaseinnewsubscribersinQ22023.Netflixhasreportedthatengagementhasremainedstrongacrossallsubscribertiers.DatafromSensorTowerconfirmsthatoverallengagementwithitsmobile
platformhasindeedremainedconsistentwithpreviousweeks,beforethepasswordsharingcrackdownwasimplemented.
IntheU.S.,weeklytimespenthasremainedstableatmorethan
90minutes,inlinewithpreviousperiods.Globally,timespentintheapphasalsoremainedsteady.SteadyuserengagementandanincreaseinactiveusersinseveralmarketssupporttheeffectivenessofNetflix'spaidsharingchanges.
WeeklyActiveUsersGrowthPostPasswordCrackdown
5weeksbeforevs5weeksafterNetflix’spasswordcrackdown,selectcountries
5%
2.3%
1.9%
1%
-0.6%
4.2%
4%
3.9%
3%
-0.2%
Philippines
Malaysia
Singapore
Israel
U.S.
Italy
U.K.
Germany
Scandinavia
-3.2%
France
Worldwide
2.5%
0%
-2.5%
-5%
5|©2023SensorTowerInc.-AllRightsReserved
NetflixHoldsFirmintheU.S.andAsia,butSomeEuropeansMayBeScoutingNewBingeTerritory
Supportingthedataontimespent,Netflix'sweeklyactiveusers(WAUs)havealsocontinuedtogrowacrosstheglobe.Notably,theU.S.,Netflix'slargestmarketbyweeklyactiveusersin2022,wasamongthetop
performersintermsofWAUgrowth,joinedbythePhilippines,MalaysiaandIsraelamongothers.Thisgrowthbolsterstheargumentthat
Netflix'srecentcrackdownonpasswordsharinghasnotnegativelyimpacteduserengagement.
However,inEurope,thereactiontoNetflix’slatestpolicyappears
morelukewarm.WiththeexceptionofItaly,growthinWAUshasbeenrelativelysubduedacrossmajorEuropeanmarkets,includingGermany,theU.K.,andtheScandinavianregion,withFranceshowingthemost
notabledownturn.Interestingly,inmostlargeEuropeancountries,thedipinNetflix'sweeklyactiveusershasn'tcorrespondedwitha
significantuptakeincompetingstreamingservices,suggestingthatusersdisengagingfromNetflixmaybebidingtheirtimebefore
committingtoanotherservice.InFrance,however,someofNetflix’susersmaybeexploringnewbinge-watchinghorizons,withsome
competingstreamingservicesseeingarecordgrowthinactiveusers.
Note:
NetflixinitiatedacrackdownonpasswordsharingearlierinQ12023inseveralmarkets,includingSpain,Canada,Portugal,andNewZealand.Thecountriesincludedinthechartontherightaresourcedfrompressreportsandrepresentasubsetoftheover100nationswhereNetflixhasreportedlyimplementeditspasswordsharingcrackdowninMay.
FranceTV
WeeklyActiveUsers(WAUs)forFranceTV
France
StartofNetflix's
PasswordCrackdown
250K
125K
0
January2023
March2023
May2023
July2023
WeeklyActiveUsers(WAUs)growthPostPasswordCrackdown
France,fiveweeksafterpasswordcrackdownvspreviousfiveweeksforselectTVstreamingapps
40%
32%
20%
6%
3%
1%
0%
-3%
-20%
FranceTVMYTF1MolotovARTENetflix
6|©2023SensorTowerInc.-AllRightsReserved
FrenchAreTurningtoNationalBroadcastersandFreeTV
Streaming…
Netflix'sweeklyactiveusers(WAUs)inFrancehaveexperiencedsomeofthesteepestdeclinesinEurope,withathreepercentdecreaseinthefiveweeksfollowingNetflix'scrackdownonpasswordsharing.
SensorTowerdatasuggeststhatFrenchNetflixusers,35percentofwhomreportedlyshareaNetflixaccountaccordingtoresearchfirmDigitali,mightbeexploringalternativestreamingservices.
FranceTV,thenationalpublictelevisionbroadcaster,hasseena
substantialincreaseinmobileweeklyactiveusersinrecentweeks,growingbyover30percent.WeeklyactiveuserssurgedintheweekleadinguptoNetflix’spasswordsharingcrackdown,anduserlevelshaveremainedhighcomparedtothefirstfewmonthsof2023.
Notably,sinceAugust2022,FranceTV,alongwithotherpublic
broadcasters,nolongerrequiresaTVlicensefee,significantlyincreasingitsaccessibilityandmakingitamoreappealingalternativetopaying
streamingservices.ThisstandsincontrasttomanyotherEuropeancountries,includingtheU.K.,Italy,andGermany,wherealicensefeeisstillinplace.InEurope,apublicTVlicensefeeisamandatorytaxtypicallyrequiredbyhouseholdsthatownequipmentcapableof
receivingtelevisionbroadcasts,orthatwatchliveTV.
Lendingcredibilitytotheshifttowardsalternativestreamingservices,Frenchviewershaveshownanincreasedinterestinotherfreeplatformstoo.TheseincludeMolotov.tv,whichoffersallthemajorFrench
networks,MYTF1,apopularFrenchcommercialtelevisionnetwork,
andARTE,apublicservicechanneldedicatedtoculturalprogramming.
WeeklyActiveUsers(WAUs),Netflix
Spain
6M
4M
2M
Crackdownon
passwordsharingbeganinSpain
Netflix
Febaruary2021February2022February2023
WeeklyActiveUsers(WAUs)growthPostPasswordCrackdown
Spain,fiveweeksafterpasswordcrackdownvspreviousfiveweeksforselectTVstreamingapps
6%
5%
2%
1.3%
1.2%
-9%
-0.9%
-2%
-10%
PlutoTVHBOMaxDisney+RTVEAmazonPrimeVideoNetflix
7|©2023SensorTowerInc.-AllRightsReserved
…AndinSpain,Netflix’sPaid
SharingHasLedtoaRecord
400KFewerUsers
AmongEuropeancountries,SpainhasseenthesharpeststingfromNetflix'spasswordsharingcrackdown,rolledoutearlierthanmostinFebruary2023.Inthespanofamonth,theappexperiencedalossofover370Kactiveusers.ThisdownturncoincidedwiththerolloutofNetflix'spaidsharingfeature,indicatingthatthenewpolicymaynothavebeenwarmlyreceivedbySpanishviewers.
DatafromDigitalirevealedthatSpainhadthemostNetflixpasswordsharing(47percent)amonglargeEuropeanmarkets.Thiscouldexplainthesteepuserdecline:Withnearlyhalfofsubscriberssharingaccounts,evenaminorpercentageofusersoptingnottocreatetheirown
accountsinresponsetothecrackdownmighthavecontributedtothesubstantialdropinusernumbers.
Incontrast,competitorslikethefreeTVstreamingplatformPluto,
HBOMax,Disney+,andSpain'spublicbroadcasterRTVEhaveall
gainedactiveusersintheweeksfollowingNetflix'spasswordsharing
crackdown.HBOMax,whichsawatwopercentincreaseinengagement,investedarecordamountofdollarsondigitaladsinthemonthleadingtoNetflix’spasswordcrackdown.Concurrently,Disney+offered
discountedyearlysubscriptionstoenticenewuserstosubscribe.AndPluto,withatouchofirony,launchedanadcampaignemphasizingthatitsviewerscouldwatchfilmswithouttheneedtoborrowanaccount
-aveiledcriticismattheverypracticeNetflixwastryingtocurb.
3.2%
2%
3.7%
3.4%
3%
10.7%10.6%
8%
7.3%
5.2%
4.7%
3.4%
3.3%
2.8%
2.3%
2.9%
Hulu
Netflix
Tubi
Pluto
Peacock
Disney
Paramount
PowerUserPercentageforSelectStreamingApps-H12022vsH12023
GooglePlayusersopeningtheappmorethan15dayspermonth,U.S.
11%
5.5%
0%
AmazonPrime
H12022
H12023
8|©2023SensorTowerInc.-AllRightsReserved
NetflixDominatesinUser
EngagementasSmallerand
FreeTVStreamersRise…
InthecompetitivelandscapeofTVstreamingapps,NetflixcontinuestoholditsgroundastheplatformwiththemostengageduserbaseintheU.S.Thestory,however,isquitedifferentforotherheavyweightssuchasAmazonPrimeVideoandDisney+.Despitetheirextensive
contentlibraries,theirshareofpowerusers-thosewhoopentheappmorethan15dayspermonth-trailssignificantlybehindNetflix.
Moreworryingly,theirengagementlevelshavestalledyear-over-year.ThistrendmighthaveservedasacatalystforDisney+'srecent
experimentationswithitsreleasestrategy,whichwillseeMarvel’s
show‘Echo’beingreleasedentirelyatonce,markingafirstinMCUhistory.Moreover,Disney+'splannedmergerwithHuluhasthe
potentialtosubstantiallytransformtheuserengagementlandscape.Bycombiningthetwoplatformsintoaunifiedmobileapplication,theycouldleverageHulu'srobustengagementlevels.Thismerger
mayprovideDisney+theboostitneedstocompetemoreeffectivelyinthestreaminglandscape.
Whilethestreaminggiantsbattleforuserengagement,there
hasbeenanunexpectedtrendinthedirectionoftheirsmaller
competitors:FreestreamingplatformslikeTubiandPlutoTVhavesurgedinpopularityinthefirsthalfof2023,boostingtheirpowerusersby50and26percentrespectively.Thissuggeststhattheseplatformsaresuccessfullycultivatingadedicateduserbase.As
householdstightentheirbeltsduetothecostoflivingcrisis,theseplatforms-offeringfreecontent-maycontinuetobeattractive
optionsforconsumersseekingaffordableentertainment.
Netflix,Disney+andAmazonPrimeVideoAverageUsers’LikelihoodtoUseOtherApps
Q12023,SelectAndroidappsintheU.S.,Likelihoodofusingappwithina30dayperiod
AmazonShoppingisamongtheappsmost
likelytobeusedbyusersofleadingTVstreamingapps.
20%
16%
12%
8%
4%
0%
Note:OtherTVstreamingappshavebeenexcluded
9|©2023SensorTowerInc.-AllRightsReserved
RiseofLow-CostAlternativesMayReshapeFreeTVStreamingAcquisitionStrategy
DatafromSensorTower'sAppOverlaprevealsthatusersoffree
TVstreamingserviceslikeTubiandPlutoTVarenotsignificantly
engagingwithotherfreeplatforms,insteadshowingapreference
forpaidoptionssuchasNetflixandAmazonPrimeVideo.Thistrendunderscoresapotentialexistentialthreattothesefreeservices,
particularlyaslarger,establishedpaidTVstreamingplatformsrolloutlow-cost,ad-supportedtierswithrobustcontentlibraries.
Thisintroducesasignificantchallengeforfreeservices:Theymust
retaintheirexistinguserswhilecompetingmorevigorouslytoattractusersfrompaidplatforms.Howcanthesefreeservicesdrawintheseusers?TheanswermaylieinunderstandingandleveragingtheusagehabitsofusersofpaidTVstreamingplatformsandonwhichother
appstheyarespendingtimeon.
Asshowninthefigureontheright,datafromQ12023revealsthatusersofNetflix,Disney+,andAmazonPrimeVideointheU.S.are
morelikelytoengagewithappslikeAmazonShopping,Spotify,andPinterest.Thisinsightunderscoresthepotentialforanadvertisingstrategyforfreestreamingplatforms:AcalculatedmoveforPlutoTVandTubicouldinvolvestrategicallyplacingdigitaladsonthese
popularapps,whichcouldserveasacatalysttosteertheseuserstowardstheirfreeofferings.
Paramount+
Peacock
Disney+
Hulu
Netflix
Tubi
PlutoTV
AmazonPrimeVideo
GrowthofUsersOver45YearsOldforSelectTVStreamingApps
AppStoreusers,Q22023vsQ22022U.S.
40%
23%22%
20%
15%
2%
1%
0%
-6%
-9%
-13%
-20%
-40%
10|©2023SensorTowerInc.-AllRightsReserved
DespiteitsEngagementDominance,NetflixStrugglestoGrowthe45+,High-Value,UserBase
Netflix'scontenthasstruckachordwiththetastesandpreferencesofthe18-24agegroupintheU.S.,establishingitsdominanceamongthisdemographic.Over22percentofNetflix'sadultusersintheU.S.fallintothisagebracket,markingthehighestproportionamonglargeTVstreamingservices.
Yet,thisshiftswhenitcomestotheover-45demographic.
AlthoughNetflix'sshareofusersover45alignswithotherTV
streamingplatforms,itsyear-on-yeargrowthrateinthiscohorttrailsbehindseveralcompetitors,includingDisney+andParamount+.
Giventheongoingcostoflivingcrisis,thistrendmayhavenotable
revenueimplications.Whileyoungeraudiencesmaybehighly
engaged,theirspendingandwillingnesstospendisoftenreduced
incomparisontoolderdemographics.TheslowergrowthrateamongNetflix’sover-45userscouldmeantheplatformisoverlookinga
lucrative,andpotentiallymorereliable,revenuestream.
Nonetheless,Netflix'sintroductionofalower-cost,ad-supportedsubscriptioncouldbeagamechanger.Thisnewtiermightnot
boostthegrowthrateamongtheover-45s,but,evenifolderusersremainasmallershareoftotalusers,advertisingrevenuedrivenbyalargeroverallsubscriberbasecouldoffsetthis.
$9M
$6M
$3M
$2M
$26M
$15M
Disney+NominalAdSpendbySelectChannels
Q22023,U.S.
$30M
$20M
$10M
$0
FacebookInstagramSnapchatTikTok
Disney+AbsoluteAdSpendGrowthbySelectChannels
Q22023vsQ22022,U.S.
$8M
$3M
$2M
$7M
$7M
$5M
$5M
$3M
$0
$3M
FacebookInstagramSnapchatTikTok
11|©2023SensorTowerInc.-AllRightsReserved
Disney+LeveragedAd
StrategytoShiftTowards
MatureAudiences…
Disney+enteredthestreamingmarketwithastrongfocuson
family-friendlycontent,capitalizingonthewealthofbeloved
brandsinitsportfoliosuchasDisney,Pixar,Marvel,andStarWars.Theplatformhassincebroadeneditscontentofferingstoincludemorematurethemes,particularlyfollowingtheintroductionoftheStarlabel-acontenthubforawiderrangeofmovies,TVshows,
andoriginalproductionsfromstudioslikethe20thCenturyStudios,20thTelevisionandFX.ThismovesignificantlyincreasedDisney+’sappealtoolderdemographics.
AlthoughDisney+beganwithanemphasisonfamily-friendlycontent,recentdataindicatessignificantgrowthinitsuserbaseaged45andover.Thissurgeisnotmerelyabyproductofbroadappeal,butratheraconsequenceofstrategicdecisionsDisney+hasmadetosupportitsgrowth.Notably,Disney+'sdigitaladvertisingstrategyhaspivoted
towardschannelsthatresonatemorewithanolderuserbase.
TheplatformincreasedadspendingonplatformssuchasFacebook,Instagram,,and-whichareknowntodrawamorematureaudience.Thisshiftstandsincontrasttoadecreasein
adspendingonplatformslikeTikTokwhichismorepopularamong
youngerusers.
Disney+’sadstrategyandtheconsiderablegrowthinthe45+userbasesuggeststheplatformmightbetryingtoreachcustomerswithmoredisposableincome,animportantfactorinatimeofhigh
inflation.
66%
43%
26%
166%
wherePlutoTV’sdigitaladinvestmentsthemostinQ22023YoY.
grew
PlutoTVAdSpendGrowthbySelectChannels
Q22023vsQ22022,U.S.
200%
100%
0%
HuluandTikTokareamongthechannels
Hulu
TikTok
NetflixUsers’LikelihoodtoUseOtherApps
Q12023,Likelihoodofusingappwithina30dayperiod
TikTokisthefifthmostlikelyapptobeused
15%
byusersofNetflix.
10%
5%
0%
12|©2023SensorTowerInc.-AllRightsReserved
…WhilePlutoisHarnessingHulu,YouTube,&TikToktoReach
YoungstersandMinorities
WhilesomeTVstreamingplatformssuchasDisney+havesuccessfullydrawnanolderaudiencebyincreasinginvestmentsinadchannels
suchasFacebookandInstagram,PlutoTVhasblazedadifferenttrail:Ithasraiseditsadinvestmentsinplatformsthataremorepopular
withyoungeraudiences.PlutoTV'sinvestmentinTikTokads,for
instance,surgedby66percentyear-over-yearinQ22023.Alongsidethis,PlutoTVhasalsoenhanceditsadspendonplatformslikeHulu.It’sworthnotingthatasofQ22023,Huluheldoneofthehighest
shareofmobileusersbetween25and44amongallmajorTV
streamingplatformsintheU.S.
ThisadstrategycouldbeinterpretedasPlutoTV’sreactionto
competitionfromotherplatformslikeNetflixandDisney+thatnowofferlower-cost,ad-supportedsubscriptions,therebypotentially
attractingyoungerusers,butalsoasatacticalplaytolureusersfromNetflixafteritscrackdownonpasswordsharing.
Intriguingly,PlutoTV'sincreasedinvestmentinTikToktakesonanewlightwhenconsideringthatTikTokisamongthetopfiveappswhereNetflixusersintheU.S.aremostlikelytospendtimeon.ThissuggeststhatPlutoTVmaybeleveragingTikTok'spopularityamongNetflix
userstodrawaportionofthisaudiencetoitsownplatform.
Furthermore,lookingatcross-appusagedatafromNetflix,thereareseveralotherappsandplatforms,includingAmazonShoppingandSpotify,whereNetflixusersaresignificantlymorelikelytobeactive(seechartontheright).TheseplatformscouldpresentadditionalopportunitiesforPlutoTVtoreachandengagemoreNetflixusers.
UserRetentionforSelectStreamingApps
Selecttopstreamingapps,GooglePlay,worldwideinQ22023
RetainedUsers
NewUsers
ResurrectedUsers
%
79
%
3
19%
71%
8%
21%
71%
7%
23%
69%
8%
24%
65%
7%
27%
0%20%40%60%80%100%
Note:Resurrectedusersareuserswhowereinactiveinthepreviousmonthbuthaveresumedusingtheappinthefollowingmonth.
13|©2023SensorTowerInc.-AllRightsReserved
NetflixExcelsinRetainingUsers,FacesNewUserAcquisition
Challenges
Amongthetopstreamingapps,Netflixdemonstratesanexceptional
abilitytoretainusers,boastingthehighestretentionrateof79percent.
ThisfigureunderscoresNetflix'ssuccessinkeepingexistingusersengagedandsatisfiedwithitsdiversecontentofferings.However,Netflix
encounterschallengesinattractingnewuserswhencomparedtoits
competitors.WhileHBOMax(Max),AmazonPrimeVideo,Hulu,and
Disney+allachievenewuserratesofatleast7percent,Netflixfallsbehindwithanewuserrateofonly3percent.ThelowernewuserrateforNetflixmaybeattributabletomarketsaturationandaccountsharing.
Netflix'srecentcrackdownonpasswordsharinghasyieldedamodestpositiveimpactonoverallnewdownloads.Acomparisonofthefour
weeksbeforeandafterthecrackdownrevealsafivepercentincreaseinoveralldownloadsforNetflix.Moreover,fromMay2023toJune2023,Netflix'snewuserrateexperiencedaslightrisefrom3percentto3.3
percent.Whilethecrackdownmayhavecontributedtoaminorboostinnewuseracquisition,itsoverallimpactremainsrelativelymodest.
ImpactofPasswordSharingCrackdownonNetflixDownloads
Worldwide
+5%
128M13.4M
.
4weeksbeforecrackdown
onpasswordsharing
4weeksafercrackdownonpasswordsharing
12M
6M
0M
ChangeinChurnRatesforSelectStreamingAppsRelativetoMay2020
GooglePlay,May2020baseline,Worldwide
50%
Netflix
25%
AmazonPrime
Video
0%
Disney+
-25%
-50%
14|©2023SensorTowerInc.-AllRightsReserved
Disney+’sChurnRateHasBeen
FallingAmidIncreasein45+Users
Disney+'sreductioninuserchurnsince2020-auniquetrendamongmajorTVstreamingapps-signalsitssuccessinretainingitsuser
base.Thiscouldpotentiallybeattributedtoitsexpandedcontent
offeringsthatcatertoawiderangeofviewerinterests.Theplatform'sstrategicfocusonthe45+demographic,agroupthatisoften
perceivedasbeingmorebrandloyal,mighthavealsoplayedaroleinthisachievement.Conversely,Netflix,whilestillmaintainingthelowestoverallchurnrateamongleadingTVstreamingplatforms(seechartbelow),hasexperiencedanupwardtrendinchurnsince2020,withanotableincreaseoverthepastyear.
ChurnRatesforSelectStreamingApps
Q22023,GooglePlay,worldwide
30.8%
30.8%
AmazonPrimeVideo
Disney+
Netflix
22.1%
40%
20%
0%
AmazonPrimeVideoandNetflixUsers’LikelihoodofUsingOtherStreamingAppsDuringtheSameMonth
Q12023,worldwide.GooglePlay
Whichisthealternativestreamingapp
Netflix’susersaremostlikelytouse?
50%
25%
0%
AmazonPrimeVideoemergesasthemost
likelychoiceforNetflixusersacrossseveral
markets
USUKGermanyFranceItalyCanada
50%
25%
0%
Whichisthealternativestreamingapp
AmazonPrimeVideo’susersaremostlikelytouse?
NetflixisthemostpopularappforAmazon
PrimeVideoUsersacrossanumberofcountries
USUKGermanyFranceItalyCanada
15|©2023SensorTowerInc.-AllRightsReserved
Disney+StrugglesasTop
AlternativeforNetflixand
AmazonPrimeVideoUsers
Lookingatthecross-appusageofNetflixusers,AmazonPrimeVideoemergesastheTVstreamingplatformtheyaremostlikelytouseintandemwithNetflix.ThispatternisconsistentacrossseveralWesterncountries,includingtheU.S.andtheU.K.
Interestingly,thistrendisalsomirroredamongAmazonPrimeVideousers,whoshowanotableoverlapwithNetflix,indicatingitastheirpreferredsupplementarystreamingservice.Netflixusers'cross-useofAmazonPrimeVideoislesspronouncedthanthereversescenario.ThiscouldbeinterpretedasasignofhigherloyaltyamongNetflix
users,possiblyduetoNetflix'sbroadanddiversecontentofferingsthatkeepitsusersengagedandreducetheirinclinationtoseek
contentonotherstreamingplatforms.
Inarevealingtwist,Disney+doesnotemergeasthetopalternativechoiceamongusersofNetflixorAmazonPrimeVideoacrossthesecountries.ThisunderlinesDisney+'suniquepositioninthestreamingmarket.Eventhoughitissuccessfulinitsownright,itdoesnot
appeartobethego-tos
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