JustWatch: Netflix Lost 2% U.S. Market Share In First Half As Competitors Advanced
According to streaming recommendations service JustWatch’s second quarter 2022 user streaming data for the United States, Netflix’ leading share of the premium OTT SVoD market lost ground over the first six months with competitors led by Amazon Prime hot on its heels.
Following the release of the JustWatch second quarter premium SVoD streaming service data, Netflix was shown to have a 21% share of the U.S. market, just 1 percentage point ahead of Amazon Prime.
According to JustWatch, Netflix lost -2% share of market in Q2-2022, as rivals “such as Apple TV+, Disney+, and HBO Max capitalized on the losses of the market leader, and each added +1% in Q2. Netflix now only holds a 1% margin over Prime Video, and there is just a 5% margin between HBO Max and 2nd place.”
The streaming recommendations web site, said HBO Max and Apple TV Plus continued to have the highest growth rate in the U.S., each adding +2%. Other top players in the U.S. market, such as Amazon Prime Video, Disney Plus, and Paramount+, have all actively gained +1% shares since January.
JustWatch is a web-site-based service and mobile app offering an online guide that aggregates title listings for movies and TV shows offered by more than a hundred streaming content services to make it faster and easier for viewers to find the programs they are looking got. These disparate international on-demand OTT services range from some the most popular to U.S. audiences, to some international sources that might be less familiar to some viewers. Among them are: Netflix, Disney+, Now TV, Amazon Prime Video, BBC iPlayer, hayu, Mubi, Sky Go, All 4, Curzon, Chili, YouTube, Rakuten TV and others.
JustWatch even directs searchers to movies still showing in cinemas.
Users have a number of filters at their disposal to search through including: genres, prices, ratings scores, age ranges and even available resolution quality. The service also provides suggestions based on a user’s preferences, and will let viewers jump from the suggested listing in the JustWatch app to the service where the recommended program is being hosted.
JustWatch doesn’t provide direct in-app streaming of programs, but it does offer a free and convenient way to browse for something of interest without having to go looking through dozens of different apps and services.
The service gathers data from the searches and selections made by its users to assemble relevant information on trending content and streaming behaviors. Users have the ability to register an account with JustWatch to enable a greater level of personalization in performing searches and giving users a heads-up when a movie or program becomes available. Signing up for account will require accepting email marketing from JustWatch, with the option of turning that off in settings after the fact.
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By Greg Tarr
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