Abraham Yousef · November 2022
Small Screen: Netflix and Hulu's Market Share Drop
Netflix and Hulu's combined share of the US SVOD market dropped to 59% in October 2022 from 86% in October 2019, due to the launch of new services such as HBO Max, Peacock, and Disney+. Meanwhile, Disney+ has seen a 14% surge in monthly active users in Europe, reaching 36 million as of October 2022, with over 45% of installs coming from countries where the service was previously unavailable.
Key Takeaways:
Netflix’s and Hulu’s share of US SVOD market fell to a combined ~59% in Oct’22 from ~86% in Oct’19 (pre-pandemic and before the launch of services such as HBO Max, Peacock, and Disney+)
Disney+ MAUs in Europe surged 14% (reaching 36mn as of Oct’22) since expanding into sixty countries in Jun’22, nearly half that of Netflix in the region which launched in Europe more than a decade ago
More than 45% of Disney+ installs in Europe since May ’22 have come from countries where the service was previously unavailable such as Turkey, Poland, Romania, Czech Republic, and Greece
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