Rivals Seeing Increased Subscription Overlap With Netflix: Comscore

Netflix had 29% of total connected TV viewing hours in February, followed by YouTube with 21%, Hulu at 12% and Amazon Prime Video at 9%, but rivals are quickly gaining ground, blogged Courtney Gursky, Comscore senior marketing content specialist. Netflix’s overlap with Amazon Prime Video subscribers in February was 67%, up from 60% in February 2021, and was 67% with YouTube, 51% with Hulu, 44% with HBO Max, 40% with Disney+ and 30% with Peacock, according to Comscore. The market may have reached a “tipping point” where consumers with multiple over-the-top video services will begin to cut back on subscriptions, Gursky said Monday. Netflix could grow its popularity with an ad-supported tier, which CEO Reed Hastings last week suggested as a possibility to stem a subscriber exodus after the company reported a 200,000 subscriber loss last quarter (see 2204200002). An ad-supported tier could be a "game-changing move" for Netflix since half its subscribers said they would choose an ad-supported plan for $5 less per month, she said, citing a June report from Hub Entertainment Research. In February, the reach of ad-supported video-on-demand services was 75.3 million households vs. 74.7 million for SVOD services, she said.