Three Companies Control Almost 90% of the Subscription Streaming Market


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Couple watching videos on a laptop at homeAt last count there are over 100 streaming services in the United States; however, 90% of Americans who subscribe to a streaming service subscribe to the big three.

According to Digitalsmiths, a Tivo-owned research company, Netflix, Amazon Prime Video, and Hulu share 89.5% of the market. Of the Americans who subscribe to a streaming video service 53.7% subscribe to Netflix, 24% subscribe to Amazon Prime Video, and 11.8% subscribe to Hulu.

Other notable mentions include HBO NOW at 5.6%, CBS All Access at 1.7%, Sling at 1.5%, and PlayStation Vue at 1.4%. Although there are more services than just the big three there is a huge gap between Netflix at 53.7% and the fourth place service, HBO NOW at 5.6%.

Netflix, Amazon Prime Video, and Hulu all saw growth since 2013. In 2013 Netflix had just 28.0% of the market share, Amazon Prime Video had 14.1%, and Hulu had 9.5%. (Blockbuster’s now defunct streaming service had 1% of the streaming market in 2013.)

In 2016, 36.1% of Americans did not subscribe to a streaming service compared to 65.1% of Americans who did not subscribe to a streaming video service in 2013. Overall subscriptions to a paid streaming service has grown 6.2% since 2015 and 29% since 2014.

Streaming and cord cutting are going strong; however, the dominance of the big three is both scary and comforting. The competition between the big three seems to be stronger than ever, and competition is good for cord cutters.

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