美國(guó)訂閱視頻點(diǎn)播市場(chǎng)前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.6

DIGITAL

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TRENDSSubscriptionvideo-on-demandmarketintheUnitedStatesCHAPTER

01OverviewRevenueofsubscriptionvideo-on-demand(SVOD)worldwidein2029,byplatformandregion(inbillionU.S.dollars)SVODrevenueworldwide2029,byplatformRevenueinbillionU.S.dollars0510152025303533.540NetflixDisney+China13.69.6HBO8.27.46.8AmazonParamount+AppleTV+OtherU.S.Others2.124.421.14Description:Accordingtoaforecast,NetflixwillremainthelargestglobalSVODprovider,withrevenuesofover33billionU.S.dollarsin2029.Disney+followed,howeverestimatesfortheservice'srevenuesuggestthattherewillbeasubstantialgapbetweenNetflixandDisney+,withNetflix'srevenueprojectedtobealmost2.5timeshigherthanitscompetitor.ReadmoreNote(s):Worldwide;June2023Source(s):DigitalTVEurope;DigitalTVResearchNumberofsubscriptionvideo-on-demand(SVOD)subscribersworldwidein2027,byregionandplatform(inmillions)NumberofSVODsubscribersworldwide2027,byregionandplatformU.S.Restofworld250200150100502101267371604444400NetflixWarnerBros.Discovery*Disney+Paramount+5Description:Aforecastsuggeststhatby2027,over280millionpeoplewillsubscribetoNetflix,makingthestreamingservicebyfarthemostusedSVODplatform.WhileDisney+isforecasttobethesecondmostsuccessfulstreamingofferinnon-U.S.markets,thestreamingservicesofWarnerBros.DiscoveryisestimatedtoranksecondintheUnitedStates.ReadmoreNote(s):Worldwide;2023;forecast;*Incl.Max,Discovery+,andHBODTCsubscribers.ReadmoreSource(s):Activate;GoldmanSachs;MoffettNathanson;MorganStanley;WellsFargoVideo-on-demandrevenueintheUnitedStatesfrom2017to2027,bytype(inmillionU.S.dollars)DigitalMarketOutlook:video-on-demandrevenueintheU.S.2017-2027,bytypeVideoStreaming(SVoD)Pay-per-View(TVoD)AdvertisingVideo-on-Demand(AVOD)VideoDownloads(EST)Freead-supportedstreamingTV(FAST)120,000100,00080,00060,00040,00020,0000201720182019202020212022202320242025202620276Description:Overthelasttwoobservations,therevenueisforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,theindicatorreachesthemaximumvalueforallfivedifferentsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentVideoStreaming(SVoD),whichhasthehighestvalueof54.7billionU.S.dollars.ReadmoreNote(s):UnitedStates;2017to2027;DatashownisusingcurrentexchangeratesandreflectsmarketimpactsoftheRussia-UkrainewarSource(s):DigitalMarketInsightsNumberofvideo-on-demandusersintheUnitedStatesfrom2017to2027,bytype(inmillions)Usersofvideo-on-demandintheU.S.2017-2027,bytypeAdvertisingVideo-on-Demand(AVOD)Freead-supportedstreamingTV(FAST)VideoStreaming(SVoD)VideoDownloads(EST)Pay-per-View(TVoD)250200150100500201720182019202020212022202320242025202620277Description:Overthelasttwoobservations,thenumberofusersisforecasttosignificantlyincreaseinallsegments.However,itcanbeobservedthatthegrowthofallfivesegmentsslowsdowninthelaterstagesoftheforecastperiod.Explicitly,thesegmentVideoDownloads(EST)registersthesmallestincreasein2027,withavalueof0.2millionusers.ReadmoreNote(s):UnitedStates;2017to2027Source(s):DigitalMarketInsightsAveragerevenueperunit(ARPU)inthevideostreaming(SVoD)segmentofthedigitalmediamarketUnitedStatesfrom2017to2027ARPUinthevideostreaming(SVoD)segmentUnitedStates2017-2027350300303.11290.38277.67264.97249.5225020015010050231.38211.04189.56168.5149.7134.710201720182019202020212022202320242025202620278Description:Thearpuinthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketintheUnitedStateswasforecasttocontinuouslyincreasebetween2024and2027byintotal38.1U.S.dollars(+14.38percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach303.11U.S.dollarsandthereforeanewpeakin2027.Notably,thearpuofthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):UnitedStates;2017to2027Source(s):MarketInsightsSubscriptionvideo-on-demand(SVOD)revenueintheUnitedStatesfrom2011to2023(inbillionU.S.dollars)SVODrevenueintheU.S.2011-20234035302520151037.0930.5225.8421.115.512.89.97.554.1503.22.31.620112012201320142015201620172018201920202021202220239Description:Dataonthesubscriptionvideo-on-demand(SVOD)marketintheUnitedStateshasrevealedthatrevenuefromthisformatreachedaround37.1billionU.S.dollarsin2023,over20percenthigherthanthefigurerecordedthepreviousyear.SVODserviceslikeNetflixhaveprovedincrediblypopularamongU.S.consumersandhavemeantthattraditionalprovidershavetakenabighitwhenitcomestosubscribernumbers.ReadmoreNote(s):UnitedStates;2011to2023Source(s):DigitalEntertainmentGroupNumberofpaidSVODservicessubscribedtobyusersintheUnitedStatesfrom2016to2023NumberofpaidSVODservicesusedintheU.S.2016-20231service2services3+services80%70%73%71%65%57%60%50%40%30%20%10%0%56%50%47%37%32%32%31%31%28%22%22%21%21%18%17%14%

14%202214%13%13%201620172018201920202021202310Description:In2023,nearly75percentofU.S.SVODuserssubscribedtothreeormorepaidvideostreamingservices.Thisisanincredibleincreasefromthe13percentrecordedin2016,andaptlydemonstratesthewaysinwhichonlinevideocontentconsumptionischanging.Unabletowatchalltheirfavoritecontentviaasingleplatform,consumerswillsubscribetomultipleservicesatonceinordertogetaccesstothedigitaloriginalsandlicensedcontentavailableoneach.ReadmoreNote(s):UnitedStates;2016to2022;2016n=4,000;2017n=4,047;2018n=4,000;2019n=4,006;2020n=4,003;2021n=4,018;2022n=4,001;2023n=4,023;18yearsandolder;incl.bothad-supportedandad-freeSVODsubscriptionsSource(s):Activate;Omdia;PwC;USDepartmentofLaborMarketsharesofselectedsubscriptionvideo-on-demand(SVOD)servicesintheUnitedStatesin2ndquarter2023MarketshareofSVODplatformsintheU.S.202325%21%20%20%15%10%5%15%13%11%7%7%6%0%AmazonPrimeVideoNetflixMaxDisney+HuluParamount+AppleTV+Other11Description:Inthefirstsixmonthsof2023,AmazonPrimeVideowasthemostpopularsubscriptionvideo-on-demand(SVOD)serviceintheUnitedStateswithamarketshareof21percent,basedontheusers'interestbyaddingcontenttotheirwatchlistsofcertainstreamingplatforms.NetflixandrelaunchedserviceMaxfollowedwithmarketsharesof20and15percent,respectively.ReadmoreNote(s):UnitedStates;Q22023;measuredinterestinSVODservicesonJustWatch,whenusersaddmoviesandTVshowstotheirwatchlistandselectcertainstreamingservicesSource(s):JustWatch;MediaPlayNewsMonthlycostsofselectedvideostreamingoffersintheUnitedStatesasofOctober15,2023VideostreamingservicesmonthlysubscriptionpriceintheU.S.2023PriceinU.S.dollars1002468121416182022Netflix-PremiumHulu-Adfree19.9917.99Max-Adfree15.9915.49Netflix-StandardDisney+-Adfree13.99Paramount+-AdfreePeacock-Adfree11.9911.99ESPN+10.99Hulu-Ad-supportedDisney+-Ad-supportedNetflix-BasicwithadsPeacock-Ad-supportedParamount+-Ad-supportedAmazonPrimeVideo-Adfree*7.997.996.995.995.992.9912Description:NetflixhadthemostexpensivesubscriptionplanamongvideostreamingservicesintheU.S.,withitsad-freepremiumtiercostingjustunder20U.S.dollarspermonthasofOctober2023.Bycontrast,thestreaminggiant’smostbasicplansupportedwithadscostsubscribersnearlysevenU.S.dollarsonamonthlybasis.PeacockandParamount+werepricedlowerthanthelarger,moreestablishedSVODproviderslikeNetflix,Max,andDisney+,withthelatterrecentlyincreasedtheirfees.

ReadmoreNote(s):UnitedStates;October15,2023;*AdditionalcostforAmazonPrimesubscribersasofearly2024.ReadmoreSource(s):Activate;D;TheHollywoodReporter;VarietyCHAPTER

02ContentNumberofdistinctmoviesandTVseasonsonselectedsubscriptionvideo-on-demand(SVOD)servicesintheUnitedStatesasof3rdquarter2023MovieandTVseasontitlesonselectedSVODplatformsintheU.S.Q3202312,00010,8729,57810,0008,0006,0004,0002,00008,3917,2506,9286,4116,1323,6062,525AmazonPrime

Disney+,HuluVideoNetflixHuluMaxPeacockDiscovery+Paramount+PremiumDisney+14Description:Asofthethirdquarterof2023,AmazonPrimeVideoofferedthehighestamountofdistinctmoviesandTVseasonscomparedtootherstreamingservicesintheU.S.Over10,800titleswereavailableontheplatform,whilethecombinedHuluandDisney+bundleprovidedaround9,600moviesandTVseasons.Netflixcamethirdintheranking,withnearly8,400titles.ReadmoreNote(s):UnitedStates;Q32023Source(s):AmpereAnalysis;StreamTVInsiderNumberoftheleading100titlesonsubscriptionvideo-on-demand(SVOD)platformsintheUnitedStatesasof3rdquarter2023,byplatformNumberofleadingtitlesonSVODservicesintheU.S.2023,byplatform3533293025201510518171615110Disney+/HuluNetflixMaxParamount+PremiumPeacockParamount+AmazonPrimeVideo15Description:Asofthethirdquarterof2023,33moviesandTVshowsofthenewlycreatedone-platformentityDisney+andHuluwereinthetop100SVODtitlesintheU.S.,makingthebundlethebest-performingSVODservice.NetflixandMaxfollowed,with29and18titlesrespectivelybeingintherankingofthe100mostpopulartitlesonsubscription-basedstreamingservices.ReadmoreNote(s):UnitedStates;basedonapopularityscorereflectingonlineengagementofthetitleseachmonthSource(s):AmpereAnalysisMostpopulardigitaloriginaltelevisionshowsbasedonaudiencedemandintheUnitedStatesfromMarch9to15,2024,bydifferencefrommarketaverageMostin-demanddigitaloriginalshowsintheU.S.March2024Differencefromaveragetitle(1x)020406080100120140160180200188.1HazbinHotel(AmazonPrimeVideo)StrangerThings(Netflix)Reacher(AmazonPrimeVideo)Avatar:TheLastAirbender(Netflix)LoveIsBlind(Netflix)50.9840.0239.237.236.2833.51Invincible(AmazonPrimeVideo)Shogun(FX)MastersOfTheAir(AppleTV+)TheMandalorian(Disney+)Titans(Max)33.0132.8732.4716Description:Theseries"HazbinHotel"onAmazonPrimeVideowasthemostin-demanddigitaloriginalshowintheUnitedStates,withanexpressionover188timeshigherthantheaveragetitleinmid-March2024.InsecondplacewasNetflix's"StrangerThings,"withadifferencefromtheaveragemarketofabout51times.ReadmoreNote(s):UnitedStates;March9to15,2024Source(s):ParrotAnalyticsMinutesstreamedoforiginalTVseriesonsubscriptionvideostreamingservicesintheUnitedStatesin2023(inbillions)LeadingoriginalTVseriesonSVODservicesintheU.S.2023,byminutesstreamedNumberofminutesinbillions024681012141618TedLasso(AppleTV+)TheNightAgent(Netflix)Ginny&Georgia(Netflix)VirginRiver(Netflix)16.914.413.813.7LoveIsBlind(Netflix)13.112.812.812.31211.8TomClancy'sJackRyan(PrimeVideo)Gabby'sDollhouse(Netflix)TheMandalorian(Disney+)OuterBanks(Netflix)TheLincolnLawyer(Netflix)17Description:In2023,themostviewedoriginaltelevisionseriesonsubscriptionstreamingservicesintheUnitedStateswas"TedLasso"offeredbyAppleTV+.Thecomedy-dramarecordednearly17billionminutesstreamed.Insecondplacecame"TheNightAgent,"withabout14.4billionminutesstreamed.Thetop10listofmostpopularTVserieswasdominatedbyNetflixprogramming.ReadmoreNote(s):UnitedStates;December25,2021toDecember31,2023;2yearsandolder;NielsenSVODContentRatings(Netflix,AmazonPrime,Disney+,AppleTV+,Max,Peacock,Paramount+,andHulu),NielsenNationalTVPanel,U.S.ViewingthroughTelevisionSource(s):Future;NielsenCHAPTER

03SubscribersShareofconsumerswhohaveasubscriptionvideo-on-demand(SVOD)serviceintheUnitedStatesfrom2015to2023SVODserviceusersharesintheU.S.2015-202390%83%83%78%78%80%70%60%50%40%30%20%10%0%74%69%64%52%2015201720182019202020212022202319Description:Accordingtothemostrecentdata,83percentofconsumersintheUnitedStateswereusingasubscriptionvideo-on-demandservicein2023,anincreaseofover10percentagepointsinfiveyears.Itisnosecretthatoneofthemostpopularplatforms(andcertainlytheonewiththemostU.S.subscribers)isNetflix.ThenumberofNetflixstreamingsubscribersintheUnitedStatesandCanadapassedthe70millionmarkforthefirsttimeinearly2020.ReadmoreNote(s):UnitedStates;2015to2023;2101respondents;18yearsandolder;servicesincludeNetflix,AmazonPrime,and/orHuluSource(s):LeichtmanResearchGroupNumberofsubscriptionvideo-on-demand(SVOD)subscriptionadditionsandlossesintheUnitedStatesfrom1stquarter2019to3rdquarter2023(inmillions)SVODsubscriptionadditionsandlossesintheU.S.2019-2023GrossAdditionsLosses34.54540353025201510542.6423937.236.936.836.633.93332.130.824.73127.924.927.326.924.423.823.620.719.91816.911.315.915.814.313.411.310.97.810.67.410.410.36.60Q12019Q2

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202320Description:ThenumberofSVODcancellationsintheU.S.reachedanall-timehighinthethirdquarterof2023at36.6million.However,streamingservicesgainedmorenewsubscribersthatperiodcomparedwiththesamecorrespondingquarterofthepreviousyear,indicatingarapidlychangingmarketinwhichconsumerssign-upandcancelonaregularbasis.ReadmoreNote(s):UnitedStates;Q12019toQ32023Source(s):AntennasDirect;MoffettNathanson;NextTVNumberofspecialtysubscriptionvideo-on-demand(SVOD)subscriptionadditionsandlossesintheUnitedStatesfrom2ndquarter2019to2ndquarter2023(inmillions)AdditionsandcancelationsofspecialtySVODsubscriptionsintheU.S2019-2023GrossadditionsCancelations8.07.06.05.04.03.02.01.00.076.86.76.86.6655.55.43.65.445.34.94.44.834.72.94.63.23.823.32.22.82.31.22.31.41.70.91.50.8Q22019

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Q2202321Description:Inthesecondquarterof2023,specialtySVODserviceslikeALLBLK,BritBox,orAcornTVexperienced6.6millioncancelations,markinga65percentincreasefromthepreviousyear.Ontheotherhand,grossadditionswereupduringthesameperiod,reaching6.8millioninthesecondquarterof2023.ReadmoreNote(s):UnitedStates;Q22019toQ22023;excl.freeplans,MVPD+telecomdistribution,selectedbundlesSource(s):AntennaShareofnewsubscriptionvideo-on-demandsubscribersintheUnitedStatesfrom2ndquarter2020to3rdquarter2023,byplatformNewSVODsubscribersintheU.S.2020-2023,byplatformPrimeVideoParamount+HBOMaxPeacockDisney+ESPN+Discovery+ShowtimeNetflixBritboxHuluStarzplayAppleTV+25%20%15%10%5%0%Q12022Q22022Q32022Q42022Q12023Q22023Q3202322Description:Inthethirdquarterof2023,Paramount+gainedthemostnewsubscribersamongsubscriptionvideo-on-demandplatformsintheUnitedStates,withashareof16percent.AmazonPrimeVideorecordedthesecondhighestgrowthinnewsubscribers,followedbyHulu.ReadmoreNote(s):UnitedStates;Q22020toQ32023;excl.freead-supportedservices;incl.activatedbundledealsSource(s):KantarShareofconsumerswhohavecanceledasubscriptionvideo-on-demand(SVOD)serviceandrenewedthesubscriptioninthelast6monthsintheUnitedStatesin2022,bygenerationShareofSVODresubscribersintheU.S.2022,bygeneration50%45%40%35%30%25%20%15%10%5%43%38%24%20%7%0%GenZMillennialsGenXBoomersandmaturesTotal23Description:MillennialswerethemostlikelygenerationtoresubscribetoanSVODserviceintheU.S.,accordingto43percentofrespondentstoaNovember2022survey.Incontrast,onlysevenpercentofbabyboomersandmaturesrenewedasubscriptionaftercancelingaservicewithinthelastsixmonths.ReadmoreNote(s):UnitedStates;November2022;2020respondents;14yearsandolderSource(s):DeloitteShareofsubscriberswhowerelikelytokeepselectedsubscriptionvideo-on-demandservicesintheUnitedStatesfrom2021to2023LikelihoodtokeepselectedSVODservicesintheU.S.2021-2023Shareofrespondents202340%2022202150%0%10%20%30%60%70%80%90%88%100%AmazonPrimeVideoHulu86%86%88%88%89%87%Max91%89%85%87%86%Disney+78%81%Netflix93%76%AppleTV+Paramount+Peacock73%73%73%72%54%75%67%63%24Description:A2023surveyfoundthatAmazonPrimeVideoandHuluweretheSVODservicesintheU.S.consumerswouldmostlikelykeep,with88percentofrespondentsstatingtoplantoholdontotheseplatforms.Netflixsawthehighestdeclineintheshareofsubscribersagreeingtokeepthisservicecomparedwiththepreviousyears,whilethesharesofAppleTV+andPeacocksubscribersremainingloyalincreased.

ReadmoreNote(s):UnitedStates;2021,2022,July7to16,2023;2,011respondents;18-54years;usersofTVTimeapp;subscribersofthecertainplatformverylikelyandlikelykeepingrespectiveplatformSource(s):WhipMediaCHAPTER

04PlatformsNumberofNetflixandAmazonPrimeVideoviewersinselectedcountriesworldwidein2024(inmillions)NetflixandAmazonPrimeVideoviewersworldwide2024,bycountryNetflixAmazonPrimeVideo200173.718016014012010080163.665.96048.13532.34029.426.927.118.916.213.614.62010.510.44.90U.S.IndiaUKGermanyFranceCanadaAustraliaJapan26Description:TheU.S.isthelargestmarketforNetflixandAmazonPrimeVideo,basedonviewernumbersforecastfor2024.Thecountryisestimatedtohaveover173millionNetflixandaround164millionPrimeviewers.WhileNetflixismorepopularthanAmazonintheU.S.,theUK,France,Canada,andAustralia,PrimeVideoismorecommoninIndia,Germany,andJapan.ReadmoreNote(s):Worldwide;forecast,monthlyviewingviaapporwebsiteSource(s):eMarketer;InsiderIntelligenceNumberofDisneyPlussubscribersworldwidefrom1stquarter2020to1stquarter2024(inmillions)QuarterlyDisney+subscriberscountworldwide2020-2024180160140120100164.2161.8157.8152.1150.2

149.6146.1137.7129.8118.1116103.694.973.780604020060.5Aug57.5June54.5May5033.5Q226.5Q1AprilQ4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q12020

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202427/statistics/1095372/disney-plus-number-of-subscribers-usInthefirstquarterof2024,thenumberofglobalDisney+subscribersamountedto149.6million.Thismarkedadeclineof12millioncomparedwiththesamequarterofthepreviousyear,amidfurtherpriceincreasesoftheserviceinOctober2023.

ReadmoreNote(s):Worldwide;December2019toDecember30,2023;fiscalyearendslateSeptember/earlyOctoberofthecorrespondingcalendaryearSource(s):Variety;WaltDisneyNumberofHulu'spayingsubscribersintheUnitedStatesfrom1stquarter2019to1stquarter2024(inmillions)NumberofHulu'spayingsubscribersintheU.S.2019-2024,byquarter6049.748.248.348.5485047.246.245.345.643.842.841.639.440302010036.635.532.130.428.527.925.222.8Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q12019

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202428Description:Inthefirstquarterof2024,theWaltDisneyCompanyreportedthatHuluhad49.7millionpaidsubscribers,upfrom48millioninthecorrespondingquarterofthepreviousfiscalyear.Huluhasseveraldifferentpricingplanstocatertovaryingconsumerpreferences,withthemostbasicoptionincludingadscosting7.99dollarspermonthandthepriciestmonthlysubscriptionpackagefixedat17.99dollars(withoutads)asofOctober2023.Inadditiontothat,severalbundleoptionsare[...]

ReadmoreNote(s):UnitedStates;December2018toDecember30,2023;fiscalyearendslateSeptember/earlyOctoberofthecorrespondingcalendaryearSource(s):WaltDisneyNumberofsubscriberstostreamingserviceESPNPlusintheUnitedStatesfrom1stquarter2019to1stquarter2024(inmillions)ESPN+subscribernumbersintheU.S.2019-202430252625.325.225.224.924.322.822.321.3201510517.114.913.812.110.38.5Q37.9Q26.6Q13.5Q42.4Q32.2Q21.4Q10Q4Q1Q2Q3Q4Q1Q2Q3Q4Q1Q2Q3Q4Q12019

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202429Description:TheWaltDisneyCompanyannouncedthatitssportsstreamingserviceESPN+hadaround25.2millionU.S.subscribersattheendofitsfirstfiscalquarterof2024.Thismarksanincreaseof300,000customerscomparedwiththesamequarterofthepreviousyear.ReadmoreNote(s):UnitedStates;December2018toDecember30,2023;fiscalyearendslateSeptember/earlyOctoberofthecorrespondingcalendaryearSource(s):WaltDisneyNumberofParamountPlussubscribersworldwidefrom1stquarter2021to4thquarter2023(inmillions)Paramount+subscribercountworldwide2021-202380706067.563.460.76055.9504643.339.640302010032.825.521.416.5Q12021Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q4202330Description:Fromthebeginningof2021totheendof2023,thenumberofParamount+subscribersworldwidesteadilyincreased.AsofJune2021,thevideostreamingservicecountedaround21.4millionsubscribers,whiletheamountwasaroundthreetimesashighbytheendofDecember2023.ReadmoreNote(s):Worldwide;Q12021toQ42023Source(s):ParamountCombinednumberofsubscriberstoMax,HBOMax,HBO,andDiscoveryPlusworldwidefrom2ndquarter2021to4thquarter2023(inmillions)Numberofdirect-to-consumervideosubscribersofWarnerBros.Discovery2021-2023U.S.&CanadaInternational12010080604020043.242.342.642.443.345.638.240.135.932.127.255.35453.453.153.654.652.651.25249.848.9Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q4202331Description:Asofthefourthquarterof2023,WarnerBros.Discoveryreportedabout98millionsubscriberstoitsdirect-to-consumervideostreamingservicesMax,HBO,HBOMax,andDiscovery+.TheU.S.andCanadaisthelargestmarketofthecompanybasedonsubscribercount,despiterecordingadeclineinthepastmonths.ReadmoreNote(s):Worldwide;Q22021toQ42023Source(s):WarnerBros.DiscoveryNumberofpaidsubscribersofPeacockintheUnitedStatesfrom2ndquarter2021to4thquarter2023(inmillions)PaidsubscribersofPeacockintheU.S.2021-202335303128242521201615221313910540Q22021Q42021Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q4202332Description:Asofthefourthquarterof2023,thenumberofPeacock'spaidsubscribersamountedto31million,markinganincreasecomparedwiththepreviousquarters.Bycomparison,thestreamingserviceownedbyComcasthadasubscriberbaseofninemillioninthefourthquarterof2021.ReadmoreNote(s):UnitedStates;Q22021toQ42023Source(s):ComcastShareofsubscriberswhoweresatisfiedwithselectedsubscriptionvideo-on-demandservicesintheUnitedStatesfrom2021to2023SatisfactionwithselectedSVODservicesintheU.S.2021-2023Shareofrespondents202340%2022202150%0%10%20%30%60%70%80%90%88%100%MaxHulu94%92%87%87%89%85%88%88%Disney+81%AppleTV+76%79%62%62%Paramount+Netflix79%75%77%80%90%74%72%75%AmazonPrimeVideoPeacock74%68%33Description:Accordingtoasurveyconductedinmid-2023,theSVODserviceU.S.peopleweremostsatisfiedwithwastherelaunchedplatformMax(formerlyHBOMax),withasatisfactionrateof88percent.However,thismarkedadeclineofsixpercentagepointscomparedwiththepreviousyear.HuluandDisney+camesecondandthird,with87and85percentofrespondentsstatingtobesatisfiedwiththeseservices.WhileAppleTV+recordedthehighestgrowthrateduringtheperiodfrom2021to[...]

ReadmoreNote(s):UnitedStates;2021to2023;2011respondents;18-54years;subscribersofthecertainplatformwhowereverysatisfiedandsatisfiedSource(s):Variety;WhipMediaCHAPTER

05UserbehaviorDistributionofspendingforvideostreamingservicesubscriptionsinthepastmonthintheUnitedStatesasofOctober2023,bygenerationMonthlyconsumerspendingforSVODsubscriptionsintheU.S.2023,bygenerationAlladultsGenZadultsMillennialsGenXersBabyboomers50%45%40%35%30%25%20%15%10%5%0%$0$1to$15$16to$30$31to$45$46to$60$61ormoreDonotknow35Description:IntheU.S.,oneinfouradultsinterviewedinanOctober2023surveyspentzeroU.S.dollarsonvideostreamingsubscriptionsinthemonthbeforethesurvey.Babyboomers,inparticular,didnotpayforSVODservices.Meanwhile,themajorityofGenZadultspaidbetween16and45U.S.dollarspermonthfortheirstreamingsubscriptions.ReadmoreNote(s):UnitedStates;October2023;18yearsandolderSource(s):MorningConsultSVODusers'perceptionregardinghouseholdSVODexpensesintheUnitedStatesfrom2019to2023PerceptionsofSVODusersonhouseholdstreamingcostsintheU.S.2019to2023Toomuch,needtoreduceAboutright8%Opentospendingmore8%100%5%14%90%80%70%60%50%40%30%20%10%0%24%63%60%68%67%69%35%24%25%17%12%2019202020212022202336De