Delivered March 21st, 2018. Contributors: Alexandra Y. and
Competitive Analysis - Starz & Showtime
A detailed competitive analysis of the streaming services Starz and Showtime can be found in the first tab of this spreadsheet. Below you will also see a brief overview of our findings.
Starz is a premium cable channel that now has its own streaming service both on an app and through other streaming services, like Amazon. The price for Starz is $8.99 per month. Starz is a growing service, they had 24.5 million subscribers last year, which was nearly a million more than they had in 2016.
Though there aren't many review articles out there for Starz, we were able to find one that says Starz is popular for its low price, its ability to download some content for offline viewing, and that it can be added right into channels that one has already purchased, such as Amazon Video. We also were unable to find the top shows based on views, but we did find that Ranker.com rated Outlander, Power, and Black Sails as the top three shows last year.
Showtime is also a premium cable channel that has turned into its own streaming service. Showtime hasn't published any data to the public regarding growth, but we do know that they have over 1.5 million subscribers and their CEO, David Nevins said that 2017 was Showtime's best year in regard to revenue. This indicates that the company is growing. Showtime, like many other services, has its own app as well as the option to purchase Showtime through other services like Hulu or DirecTV Now. Prices range from $8.99 to $11.99, depending on the service.
Showtime is popular for its content, which includes both Showtime originals and other films and TV shows. It is also popular for a user-friendly interface on both the site and the mobile app, an affordable price, and a noticeably high streaming quality. While no data has been published on which shows are the most watched, we have found that Ranker.com has listed the three most popular shows on Showtime as Dexter, Shameless, and Homeland.
In conclusion, a detailed competitive analysis of Starz and Showtime can be found in the first tab of this spreadsheet.
Competitive Analysis - Cinemax & Netflix
A detailed comparison of Cinemax and Netflix can be found in the second tab of this spreadsheet. Below you will also find a brief overview of our findings.
Cinemax, the younger sibling of HBO and part of the Time Warner family, has very little information on about its services, demographics, and subscribers. It seems to be lumped in with HBO in all the reports and articles that we found. Cinemax does have its own streaming site, called Max Go, but it appears that it is more of a channel than a standalone service because it is also offered through many other services including Hulu, Amazon, and Sling, for about $10 a month on each.
We were only able to find statistics regarding Cinemax and HBO combined. The two together had over 5 million subscribers last year, which more than doubled from 2 million in 2016. Revenue for the pair also grew by 7% in the last year. Very little information regarding customer demographics was available, but we did find a source which indicated that all age ranges watch Cinemax in some form because it's a channel that has been around since 1980, so it is more familiar than newer services. We were unable to find any recent reviews or opinions regarding Cinemax, with search results again leading us to HBO and other streaming services.
Netflix is the largest streaming service available right now with over 118 million subscribers around the world. They have experienced steady growth with no declines in subscribers over the years. They have a tiered pricing plan that is paid monthly and ranges from $7.99 to $13.99. Statistics show that around 83% of adults aged 18-34 report having a Netflix account, and that the age group of 45 to 54 is the fastest growing group of subscribers. We have also found that 53% of subscribers come from outside of the U.S. and 37% of subscribers report watching Netflix while at work.
Some of the most watched shows on Netflix in 2017 include Stranger Things, 13 Reasons Why, Narcos, and American Vandal. Some reasons that subscribers have claimed they prefer Netflix include its large library of thousands of shows and movies, its very affordable pricing, and the fact that its available on a huge number of platforms and devices.
In conclusion, a detailed competitive analysis of Cinemax and Netflix can be found in the second tab of this spreadsheet.
Competitive Analysis - Hulu & Amazon Video
A detailed comparison of Hulu and Amazon Video can be found in the third tab of this spreadsheet. Below you will also find a brief overview of our findings.
Hulu is an online streaming service that offers TV shows, movies, and for some subscriptions, live TV. They have grown over the years and are now up to 17 million subscribers and 54 million unique views, which is up 15% from 47 million views in 2016. Their pricing is tiered and paid monthly. Hulu basic is $7.99 per month, and is expected to go down to $5.99 per month for new users. You can upgrade to an ad-free experience for $11.99 per month, live TV for $39.99 per month, live TV plus DVR for $54.98 per month, and you can add unlimited screens for a total cost of $69.97 per month. A large percentage of their viewers come from Millennial, with Gen Xers coming in second. Hulu's most popular shows include South Park, Law and Order: SVU, and This is Us. They are also the first streaming service to have one of its original shows (The Handmaid's Tale) win abest TV drama Emmy.
Amazon Video is a streaming service that is included in the purchase of Amazon Prime. Because of this reason, it was difficult to find any data relating to Amazon Video alone. We have included the data we did find, and also included data on Amazon Prime as a whole where video specific data was not available. The pricing for Prime, including video, is $12.99 per month or $99.00 per year. There is no data available to the public regarding only the streaming service, but we did find that 39% of Prime subscribers in general are between the ages of 18 and 34, 34% are between 35 and 54, and 26% are 55 and over. Amazon Prime has also doubled in subscribers and revenue over the past few years. They currently stand at around 80 million subscribers, with anywhere from 45-76 million of those watching Amazon Video.
In conclusion, you will find the above data along with a much more detailed competitive analysis of Hulu and Amazon Video in the third tab of this spreadsheet.