Netflix Dominates Streaming Video Market in Penetration, Renewals, Lab42 Says

Among those streaming video subscribers, Netflix is most popular, with 89 percent getting it, though 75 percent of those subscribe to other services in addition, Lab42 Research said Monday. It said streaming video consumers subscribe to an average of 2.5 video services. Among those who subscribe to just one video, 25 percent subscribe to Netflix, making it the most popular, while next is Amazon Prime Video, with 6 percent. The researcher said Netflix has the highest renewal rate, at 93 percent, with Amazon Prime Video next at 75 percent and Hulu at 64 percent. It said Netflix's renewal rate benefits from "its hyper-customized content and suggestions," and investment in original content. Results come from an October survey of 500 U.S. consumers.