I’m a little late in sharing the SVOD market share data in Q1 2023 from JustWatch. I think it’s better late than never because while I’m considering cutting back on streaming platforms as the cost of living crisis rumbles on and I watch less TV, I can see that some channels are growing.
In particular, the US data shows that Paramount+ had a good start to the year and has overtaken Apple TV+. Meanwhile, HBO Max, which isn’t a contender in the UK, maybe edging Disney.
SVOD US market shares in Q1 2023
US market share development in 2023
Since the beginning of the year, HBO Max has outpaced a stagnant Disney+ and gained +1% of the market share. Apple TV+ and Paramount+ are two rising midfielders, while Disney+ has lost the most ground since January. Paramount+ has been more successful than Apple TV+ so far. In Q1, Prime Video and Netflix remained the two most popular streaming services.
SVOD Canadian market shares in Q1 2023
Netflix and Prime Video, Canada’s two streaming market leaders, are separated by only a 2% margin. With a 2% deficit, Apple TV+ is desperately trying to catch up to Paramount+.
Canadian market share development in 2023
Since the beginning of the year, Paramount+ has increased by 2%, demonstrating significant growth. Both Disney+ and Crave saw increases of 1% in market share; however, Apple TV+ saw a decline of 1% during the same period.
UK SVOD market shares in Q1 2023
In the United Kingdom, Netflix is still preferred over Prime Video, which comes in at a distant second. Disney+ has a comfortable third-place finish, 14% ahead of NowTV in fifth. Paramount+ is expanding rapidly and has surpassed AppleTV+ in subscriber numbers.
UK market share development in 2023
Paramount+ grew by a quarter, moving it into fifth place, above Apple TV+, and rapidly approaching NowTV. While Prime Video gained 1% in Q1 and Netflix and Disney lost 1%, the gap between the most prominent and mid-sized players widened.
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I simply hate to see how the market fragmented itself. Netflix was great because it was cheap. But if I need 7 accounts to see things, it’s not cheap anymore. So instead of attracting customers, they are driving us away.