OTT Market Pulse Report - Insights Into Subscriber Growth Trends & Drivers In The OTT Streaming Services Market - Phoenix Marketing International
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OTT Market Pulse Report
Insights Into Subscriber Growth Trends & Drivers In The OTT Streaming Services Market
PROPRIETARY & CONFIDENTIAL Proprietary & Confidential 1
Stay Up To Date on OTT Streaming Service
Trends With Our Monthly Market Pulse Report
Answering Key Questions Such As:
Current State of The OTT Market –
Which Services Dominate?
Which Services Need to Find Their Niche?
Emerging Services –
Which New Services are the Latest Threats and & Why?
Building Brand Equity –
How do Perceptions and Satisfaction Drive Customer Growth?
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 2
10%
# of Subscriptions
Overall State of the Market 9% 31%
0 1
2 3
4 5+
Multiple subscriptions are the norm in the OTT Services 15%
Market – more than 34% of Households have 3 or more
subscriptions.
18%
However, there is still room to acquire new subscribers - 17%
31% of Households Don’t Have an OTT Subscription. 16% 10%
18-34 19% 35-54 26%
9%
The OTT Market is Young:
14%
The 18-34 year old viewer is more represented in the
Streaming Market than it is in the Linear Viewing 16% 18%
Market. 18%
18% 16% 19%
Younger subscribers are using the most services.
3% 3% Kids 17%
Households with Kids Under 25 also accumulate 55+ 7%
Under
19%
more subscriptions. 25 in HH
10%
49%
16%
15%
21%
21%
18%
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 3
10%
# of Subscriptions
Overall State of the Market – 9% 31%
0 1
Multiple Subscriptions Dominate
2 3
4 5+
15%
Netflix, followed by Amazon Prime Video are the market
leaders, regardless of the number of subscriptions.
18%
17%
Disney+ is quickly emerging as an OTT leader,
hot on Hulu’s heels, especially among those # of Subscriptions
with 3+ subscriptions. 1 2 3 4 5+
Netflix 53% 74% 84% 91% 88%
Amazon Prime Video 23% 60% 74% 70% 83%
Hulu 8% 24% 45% 69% 79%
Disney+ 5% 16% 40% 67% 85%
HBO Now 4% 7% 12% 38% 62%
Apple TV+ 3% 7% 18% 22% 55%
ESPN+ 0% 5% 14% 14% 56%
CBS All-Access 2% 4% 7% 16% 47%
Peacock 2% 3% 7% 11% 32%
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 4
Net 6 Month Growth
Net Growth Intenders –
Disney+ Expected Future Growth
Peacock
ESPN+
(3 Month) vs. Historical
Apple TV+ Churn (3 Month)
Hulu
Disney + and Peacock stand out
Redbox Free Live TV
with vibrant future growth net of
Redbox On Demand
any early churn. CBS All Access
Twitch
is experiencing the opposite.
Pluto TV
Mixer
Tubi TV
Netflix
Philo
Britbox
Amazon Prime Video
HBO Now
CBS All-Access
-1% 0% 1% 2% 3% 4% 5% 6%
Copyright © Phoenix Marketing International 2020. All rights reserved. Net 6 Month Growth = Plan to subscribe in next 3 months – Subscribed to but cancelled in last 3 months Proprietary & Confidential 5Top Additional Subscriptions Among Disney+ Subscribers
Disney+
Netflix Top Additional Subscriptions
Disney+ Subscribers are
Amazon Prime Video
actively considering additional
services, particularly the newly
Hulu offered Peacock, niche oriented
ESPN+ and Apple TV+.
HBO Now
Apple TV+
ESPN+
CBS All-Access
Peacock
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Also Subscribe 6 Month Net Growth/Churn
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 6
6 Month Net Growth/Churn = Plan to subscribe next 3 months – Cancelled in last 3 monthsTop Additional Subscriptions Amongst Netflix Subscribers
Netflix
Amazon Prime Video Top Additional Subscriptions
Not surprisingly, Amazon Prime
Hulu
Video and Hulu dominate for
additional subscriptions among the
Disney + Netflix fans. However, Netflix
subscribers also seem to have an
HBO Now affinity toward other services- such
as Disney+, followed closely by
Peacock, ESPN+ and Apple Tv+.
Apple TV+
ESPN+
CBS All-Access
Peacock
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Also Subscribe 6 Month Net Growth/Churn
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 7
6 Month Net Growth/Churn = Plan to subscribe next 3 months – Cancelled in last 3 monthsTop Box Satisfaction
Netflix
Overall OTT Streaming
Hulu Service Satisfaction
Disney + Netflix leads in terms of overall
HBO Now Subscriber Satisfaction.
Amazon Prime Video
Disney + has managed to
Tubi TV
quickly break through, rivaling
Peacock Hulu and outpacing Amazon
CBS All-Access Prime Video on Satisfaction.
Britbox
Apple TV +
Twitch
ESPN+
Pluto TV
Redbox Free live TV
Mixer
Philo
RedBox On Demand
0% 10% 20% 30% 40% 50% 60% 70%
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 865% 65%
60% 60%
55% 55%
SATISFACTION
RECOMMEND
50% 50%
45% 45%
40% 40%
35% 35%
30% 30%
25% 25%
40% 45% 50% 55% 60% 65% 40% 45% 50% 55% 60% 65%
TRUST EASE OF BUSINESS
Netflix has capitalized on its early entry into the market, driving strong performance across
Perceptions & key perception & recommendation pillars
Recommendations: Interestingly, Hulu does well in all areas but Trust, where it lags the other lead services.
Netflix Currently Apple TV+ poses an interesting addition to the market. Given their scores, trust from
Apple’s other offerings may have produced a halo effect on their streaming offering
Leads the pack However, Apple TV+ limited content selection may have contributed to low Likelihood To
Recommend
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 9OTT Services & Phoenix
Brand Health Pillars
Brand Health Score
Dependent Variables: Consideration | Trial | Price Premium | Loyalty
Our framework acknowledges
5 pillars that contribute to
brand success
RELEVANT
SALIENT
VALUE
MEANINGFUL
DISTINCT
CORE PILLARS
Established with over 200 brands across
20+ categories
ADVANCED ANALYTICS Knowledge Offering Providing Reputation Connection
The contribution of each pillar’s relevant
component metrics have been derived
via Structural Equation Modeling
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 10OTT Services and Phoenix Brand Pillars
Netflix, Amazon Prime & Disney+ lead the way on
the core levers of power in the OTT space.
Amazon Prime Video is not necessarily seen as
being Relevant. This may be due to content,
marketing or both.
Disney+’s tenure in this market is still short, likely
leading to its library not yet being seen as overly
Reputation
Meaningful. As familiarity grows, its library of titles High Quality { Meaningful }
should help its growing reputation in this area. { Distinct }
OTHER TOP PLAYERS:
ESPN+ has a core audience, but given its sports
niche, likely doesn’t have the broad offerings to Current
stand out among more established services and { Relevant }
meet all the needs of the OTT subscriber.
HBO NOW is seen as an expensive service and Value for Money
one that is difficult to do business with, leading { Value }
respondents to not necessarily want to be
associated with it.
Apple TV+ is the unknown in the market. Their
most on brand path in is through their image. But
that alone is unlikely to drive needed market
penetration.
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 11Additional Phoenix Phoenix provides a portfolio of Customer Experience, Media Research &
Marketing Communication Solutions.
Solutions For OTT Our Solutions will help you continue to build a successful OTT Offering &
Streaming Services deliver an outstanding OTT Customer Experience.
CUSTOMER EXPERIENCE MEDIA INSIGHTS AD SALES RESEARCH
Phoenix Customer Experience Phoenix Custom Media solutions Phoenix Brand Effect delivers real
Platform can be tailored to your enable you to understand what will world, in-flight ad performance
specific needs drive viewers to your service Understand how your OTT streaming
Our CX Consultants can identify the Program & Ad Testing, Consumer content drives audience engagement
moments that matter, respective Engagement & Brand Positioning and advertising ROI for your
performance vs competitive Research help you align your service advertising clients
benchmarks, and will highlight best with audience needs
in class insights
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 12Getting Started
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 13
13What We Offer STATE OF THE
OTT MARKET
STANDARD Subscription to our Monthly OTT Streaming Services Market Pulse Report SURVEY FLOW
REPORT
Standard Report Includes:
Syndicated reporting on the state of the market, plus a deep dive into subscriber flow Qualification
(growth, churn, retention) for your brand Demographics
A review of subscriber perceptions, satisfaction, & recommendation across the market
Topline Brand Equity review for your brand and leading brands in the market
# OTT Services By
Includes tracking for 20+ on-demand Streaming video subscription & Live Streaming Subscriber
TV services
Standard Survey Includes
Core Brand Attributes Battery for your brand & the Top 6 brands in the market Subscriber
Survey Sample: N=1000 sample/month across all services A18+ Growth & Churn
Enables us to determine overall subscription incidence & churn
OTT Service Perceptions
3 Month Subscription & Recommendations
EXPANDED Additional 500 Survey Sample/Month (A18+)
OTT Services
REPORT Additional 2-3 survey questions
& Brand Equity
Includes BrandPi Brand Equity Model
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 14Who is
Phoenix Marketing International?
We are a full-service market research firm comprised of more than
300 professionals, launched in 1999 by seasoned research experts,
built upon the idea of countering the challenges that end clients
were experiencing with many of their market research providers, and
focused on these guiding values:
SERVICE INNOVATION IMMERSION EFFICIENCY
Our clients’ long tenures Our teams are encouraged We strive to serve as a true We develop solutions for
are a testament to our to be flexible, agile, extension of our clients’ our clients with an “all of
proactive service approach. creative, and teams. Our in-depth what you need, none of
Our senior researchers are entrepreneurial – qualities industry knowledge allows what you don’t” mindset,
committed to their client that lead to best-in-class us to engage as a true and we employ syndicated
engagements, from initial research solutions to partner in the delivery of data collection approaches
scoping to final delivery. address our clients’ needs. actionable, business-driven to drive down client costs
insights. whenever possible.
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15THANK YOU
For more information
please visit
phoenixmi.com/contact
Copyright © Phoenix Marketing International 2020. All rights reserved. Proprietary & Confidential 16You can also read
