IMDb TV Competitors

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Part
01

IMDb TV Competitors: Netflix

Netflix is an over-the-top subscription-based streaming service that currently holds the title of the most popular subscription video streaming service in the world. It has over 125 million subscribers around the world and hundreds of original TV shows and films, with many more licensed content. These points and more are discussed in the attached spreadsheet.

Summary

Research Strategy

To find information about Netflix and its position in the streaming space, we looked at information from Netflix itself, as well as market and industry experts like Business Insider, Motley Fool, Investopedia, etc. We also used content from LA Times, Variety, and Vanity Fair to bolster our findings about Netflix. All information that was placed into the spreadsheet came from straightforward searches and nothing, including statistical and other numerical figures, were deduced or calculated.
Part
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Part
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IMDb TV Competitors: Hulu

Hulu's market share is significantly smaller than its top competitors (Amazon Prime and Netflix), but it outperforms its rivals relative to its fast release dates for network series content. All details of Hulu's US market position can be found in the attached spreadsheet.

Key Findings

  • Hulu's entire content — both its library and Live TV — is streaming. Therefore, its 26.8 million paid subscriber base represents its streaming subscriber base. The service is limited to the US, so all offerings for the company are US-specific.
  • Hulu takes 9% of the market demand for original content. It had 28.6 million subscribers in May 2019.
  • Hulu offers three monthly subscription plans, the most inexpensive of which includes commercial advertising.
  • Hulu's Net Promoter Score (NPS) is fairly low, at a mere 21. Consumers have voiced significant dissatisfaction over the inclusion of ads in Hulu's service.
  • Hulu's offers the lowest price point for basic library streaming service, as compared to Amazon and Netflix.
  • 23% of Americans have a current Hulu subscription.
Part
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Part
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IMDb TV Competitors: Amazon Prime Video

All the requested information about Amazon Prime Video (referred to hereafter as "Prime Video") is both included in the attached spreadsheet and summarized below.

Prime Video

1. Number of Streaming Subscribers

  • There are approximately 26 million Amazon Prime Video streaming subscribers in the U.S.

2. Market Position Data

  • Prime Video holds the third spot in the U.S. subscription video market, based on annual revenue from subscriptions. The two companies ahead of Prime Video are Hulu (ranked second) and Netflix (ranked first). Prime Video's third spot in the U.S. subscription video market marks a dropoff from 2017 when it was ranked second.
  • Prime Video's annual revenue from subscriptions in the U.S. totaled $2.8049 billion in 2018.

3. Business Model

  • The standalone price for subscribing to Prime Video (without an Amazon Prime membership) is $8.99 per month.
  • Amazon Prime members have access to Prime Video as a benefit of said membership, which costs $12.99 per month. For individuals on Medicaid or welfare, a membership to Amazon Prime is offered "at a discounted rate of $5.99 monthly for up to four years." For college students, a membership to Amazon Prime costs $6.49 each month.
  • Movies/shows are also available to rent or purchase for an additional fee (variable) for each such transaction.
  • Popular shows from television channels such as HBO and Showtime are available for an extra monthly fee to subscribe to those channels, in addition to the Prime Video subscription rate. The following are the additional monthly fees for such channels available as add-ons to a Prime Video membership: HBO ($14.99 per month), STARZ ($8.99 per month), CBS All Access ($5.99 per month), Cinemax ($9.99 per month), and Showtime ($10.99 per month).

4. Programming

  • The programming available through Prime Video includes movies, television shows, original productions, and sporting events.

5. Target Market

  • Young people (Millennials and Gen Z) are a target market for Prime Video, as they appear "to be the most frequent viewers of Amazon’s video content." A survey found that among people between the ages of 18 and 29 who watch video-on-demand, approximately 23% said they watched content on Amazon one or more times each day.

6. Streaming Delivery Channels

7. Company Identity Overview

  • Amazon's strategy for achieving and maintaining that identify, in the company's own words, is as follows: "Our actions, goals, projects, programs and inventions begin and end with the customer top of mind. In other words, we start with the customer and work backwards. When we hit on something that is really working for customers, we double-down on it with hopes to turn it into an even bigger success."

8. Value Proposition

9. Differentiator

  • The following is an explanation we found about Prime Video's differentiator: "Amazon [Prime Video] is uniquely positioned within the video-on-demand industry, given that millions of consumers already use the company’s other services for everything from shopping to cloud computing."

10. Tagline & Messaging

  • A current tagline Prime Video uses states the following: "Watch what you love, included with Prime."
  • Another current tagline Prime Video uses states the following: "We entertain and inspire the world one story at a time—all with the ease of finding what you love to watch in one place."
  • Prime Video's messaging also focuses on the fact that it offers something unrelated to shopping, which is what Amazon is largely about. For example, Prime Video's Facebook page states the following: " We’re more than just your shopping cart."

11. Typical Customer Perceptions

  • The typical customer perception of Prime Video is mainly positive, as just "10 percent of people had an unfavorable view of Amazon’s video-on-demand platform in 2018."
  • Prime Video has an overall 4-star rating on its website, based on 95,346 ratings from customers. Of those ratings, 58% were 5-star, 14% were 4-star, 9% were 3-star, 5% were 2-star, and 14% were 1-star.

Research Strategy

We found the requested information by reviewing Prime Video's website, its social media pages, articles about the company from sources such as Business Insider, Amazon's website, and in databases such as Statista. The combination of those sources directly provided us with the full extent of the requested information about Prime Video.
Part
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Part
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IMDb TV Competitors: YouTube TV

YouTube TV is ranked as the third biggest live TV streaming service in the US by the number of subscribers. However, it ranked first in terms of customer sentiment in 2018. Details of YouTube TV's US market position can be found in the attached spreadsheet.

Key Findings

  • While YouTube TV does not disclose the number of subscribers in the US, most sources estimate this number to be above 1 million.
  • YouTube TV has only one subscription plan. The subscription costs $49.99 per month for 1 membership with up to 6 accounts.
  • The primary market for the service are advertisers that currently advertise on traditional television, while the secondary market are young people who are most likely to make the switch from cable television to online streaming services.
  • YouTube TV allows subscribers to record live television and it offers unlimited storage space for recording at no extra cost.
  • The consumer sentiment for YouTube TV is 74% positive and this means that the service ranks highest among its competitors in terms of consumer sentiment.
Part
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Part
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IMDb TV Competitors: Facebook Watch

Unlike most other streaming services, Facebook Watch is currently free to use. Users see it as a crossover between YouTube and Netflix, generally remarking that the platform is lacking direction and focus. All details of Facebook Watch's US market position can be found in the attached spreadsheet.

Key Findings

Part
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Part
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IMDb TV Competitors: Tubi

Column H, rows 3-14 of the attached spreadsheet have been completed. Tubi has been installed over 20 million times and has over 20 million monthly active users.

Selected Findings

  • Tubi has adopted the free ad-supported model as its business model.
  • The types of programming that Tubi streams include television shows, movies, and documentaries/docuseries.
  • Tubi’s target market is millennials.
  • People may stream Tubi’s content via 3rd-party streaming devices, smart TVs, mobile & tablet, and web & desktop.
  • The perception of Tubi by iOS and Android users is mostly positive and the average rating for both devices is 4.6 stars.
Sources
Sources