-->
Save your FREE seat for Streaming Media Connect in November. Register Now!

Netflix to Grow U.S. Subscribers But Lose Market Share: eMarketer

Article Featured Image

SVOD Netflix had a weak quarter, but the researchers at eMarketer see it bouncing back: Buoyed by Stranger Things, Orange Is the New Black, and Martin Scorsese movie The Irishman, it should show strong subscriber numbers for the rest of 2019, gaining 7.6% in the U.S. compared to 2018.

News 2That strong U.S. growth will continue for years to come, eMarketer forecasts, with subscribers numbers climbing from 158.8 million in 2019 to 177.5 million in 2023.

This isn't to say all is rosy with Netflix as increased competition—most notably Disney's three-service bundle—will reduce its reach. It was the choice of 90% in the OTT subscription video market in 2014. This year, 87% of that group will sign on, and that will drop to 86.3% in 2023. Don't expect Netflix to change course, however, as eMarketer forecasting analyst Eric Haggstrom says the giant will stick to the strategy that's worked so far: spending more than competitors for new and licensed content, and keeping its price competitive.

Hulu, on the other hand, is seeing its reach increase. Of all OTT subscription customers, 41.5% will have a Hulu account this year. That's shows a year-over-year subscriber growth of 17.5%. Amazon Prime is the second-most popular service, reaching 52.9% of U.S. OTT subscription customers. 

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Netflix's Stock Price Tumbles as Higher Prices Lead to Churn

Why did Netflix's stock fall in Q2? Because the OTT leader's price increase lead to service cancellations. That's a warning to all SVODs: If it can happen to Netflix, it can happen to any service.

Netflix Goes to the Other Side of the Mirror With Bandersnatch

Learn the streaming challenges Netflix faced presenting Black Mirror: Bandersnatch, which gave viewers choices and advanced interactive storytelling.

Trouble Ahead: Netflix's Bad Quarter Could Turn Into a Bad Year

The constant drip, drip, drip of bad news for the SVOD leader has taken its toll, and viewers are leaving en masse. Suddenly the giant doesn't look so powerful.

Disney Raises the Stakes, and the Competition Should Be Worried

The Disney+/ESPN+/Hulu triple-play offers something for the whole family, and comes at a budget-conscious price. As opening shots go, it's a howitzer.

Netflix Rules in Global OTT Demand, But its Lead Is Slipping

Parrot Analytics sees cracks in the Netflix armor: It's still the dominant force in digital original video, but competition is slowly taking its market share.

AR Use Will Grow 30% This Year, VR Will Grow 110%: eMarketer

Despite positive growth, both areas see low monthly active adoption. Most AR use is on Snapchat, while 360-videos and photos make up most VR.