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According to the media reports, during a pandemic that caused consumers to stay at home, the overall streaming media pattern in the United States continued to expand, but the paid streaming service Apple launched in November last year. TV + has not improved much in recent months.
1. Stream Services Ranking List in 2020
According to the analysis of HarrisX and MoffettNathanson, in June 2020, the usage rate of Apple TV+ was only 7%, which was the same as that in March 2020. The data also shows that Apple TV+ is hardly better than another newcomer, Disney+, and the three mainstream SViDs- Netflix , Amazon Prime Video and Hulu .
The early dilemma of Apple TV+ seems to stem from the lack of the overall content library. Among them, only a few exclusive original programs have not caused a storm in the consumer market.
2. Apple TV+ and Disney+: how to survive?
Michael Nathanson, an analyst at MoffettNathanson, said in the report: "The data points of Apple TV+ should force Apple to reconsider their strategies and choices." Part of the results of this study are the streaming services team based on HarrisX’s comprehensive communications survey, which Tabulate the information of 8,500 family decision makers over 18 years of age.
Colin Dixon, founder and chief analyst of nScreenMedia, warned that with the end of the free trial service, Apple TV+ users will experience a massive loss in November. The free trial allowed Apple TV+ to accumulate 34 million users by January 2020, and the strategy that Apple TV+'s quality is better than quantity may bring challenges to retain these users after the free trial ends. Colin Dixon said that it is best for Apple to put a lot of exciting movies and shows during the festival, which may be a key moment for Apple TV+.
Disney+ is another service that has been criticized for its lack of original content. As of June 2020, it still cannot be compared with competitors in terms of utilization. However, the recently released "Hamilton" feature film is expected to greatly increase Disney+'s usage in July. According to 7Park data, from July 1st to 5th, "Hamilton" is the most watched movie among all streaming services, and this movie occupies 87% of the viewing time on the Disney+ platform. 7Park's data also estimates that 80% of Disney+ users watched the film within a few days of the film's premiere.
3. Streaming Peneration of Households
As for the streaming market, the entry of Apple TV+ and Disney+ helped expand the entire cake, while not stealing Netflix users. Nathanson said the lack of new original content for these two new services also reduced recent competition for time-consuming and new users.
According to MoffettNathanson's analysis, by the end of the second quarter of 2020, the streaming penetration rate of American households reached 75%, which is equivalent to the peak reached in the first quarter of 2020 during the initial family orders triggered by the pandemic, and is higher than the second in 2019 The quarterly total is 500 basis points higher.
Nathanson pointed out that Netflix is still the dominant SViD player with a penetration rate about 1.4 times higher than Amazon.
On Thursday (July 16), Netflix announced its results for the second quarter of 2020. Nathanson expects Netflix to maintain steady growth, and the SViD giant is expected to add 1.75 million U.S. subscriptions this quarter, bringing the total to 64.54 million. Internationally, he expects Netflix to add 7.92 million subscriptions, for a total of 12798 million.
1. Stream Services Ranking List in 2020
According to the analysis of HarrisX and MoffettNathanson, in June 2020, the usage rate of Apple TV+ was only 7%, which was the same as that in March 2020. The data also shows that Apple TV+ is hardly better than another newcomer, Disney+, and the three mainstream SViDs- Netflix , Amazon Prime Video and Hulu .
The early dilemma of Apple TV+ seems to stem from the lack of the overall content library. Among them, only a few exclusive original programs have not caused a storm in the consumer market.
2. Apple TV+ and Disney+: how to survive?
Michael Nathanson, an analyst at MoffettNathanson, said in the report: "The data points of Apple TV+ should force Apple to reconsider their strategies and choices." Part of the results of this study are the streaming services team based on HarrisX’s comprehensive communications survey, which Tabulate the information of 8,500 family decision makers over 18 years of age.
Colin Dixon, founder and chief analyst of nScreenMedia, warned that with the end of the free trial service, Apple TV+ users will experience a massive loss in November. The free trial allowed Apple TV+ to accumulate 34 million users by January 2020, and the strategy that Apple TV+'s quality is better than quantity may bring challenges to retain these users after the free trial ends. Colin Dixon said that it is best for Apple to put a lot of exciting movies and shows during the festival, which may be a key moment for Apple TV+.
Disney+ is another service that has been criticized for its lack of original content. As of June 2020, it still cannot be compared with competitors in terms of utilization. However, the recently released "Hamilton" feature film is expected to greatly increase Disney+'s usage in July. According to 7Park data, from July 1st to 5th, "Hamilton" is the most watched movie among all streaming services, and this movie occupies 87% of the viewing time on the Disney+ platform. 7Park's data also estimates that 80% of Disney+ users watched the film within a few days of the film's premiere.
3. Streaming Peneration of Households
As for the streaming market, the entry of Apple TV+ and Disney+ helped expand the entire cake, while not stealing Netflix users. Nathanson said the lack of new original content for these two new services also reduced recent competition for time-consuming and new users.
According to MoffettNathanson's analysis, by the end of the second quarter of 2020, the streaming penetration rate of American households reached 75%, which is equivalent to the peak reached in the first quarter of 2020 during the initial family orders triggered by the pandemic, and is higher than the second in 2019 The quarterly total is 500 basis points higher.
Nathanson pointed out that Netflix is still the dominant SViD player with a penetration rate about 1.4 times higher than Amazon.
On Thursday (July 16), Netflix announced its results for the second quarter of 2020. Nathanson expects Netflix to maintain steady growth, and the SViD giant is expected to add 1.75 million U.S. subscriptions this quarter, bringing the total to 64.54 million. Internationally, he expects Netflix to add 7.92 million subscriptions, for a total of 12798 million.
