Netflix is the top subscriber service in the over-the-top world according to Parks Associates' latest investigation of OTT services by subscriber volume.
The study found that Netflix, Amazon Video and Hulu rule the roost, in that order; but, three of the ten services on the list focused on sports content, including the WWE Network (No. 5), the NFL Game Pass (No. 8) and MLB.TV (No. 4).
Further, the research firm shows over 25% of OTT video services in the US came out in 2015, including high-profile services HBO Now (No. 6) and Sling TV (No. 10). A full 40% of services were launched within the last two years.
No. 7 Crunchyroll and No. 9 the Blaze round out the standings.
"The number of new services and continued growth for many existing services show the vitality of the OTT video services market in the US," said Brett Sappington, director of research at Parks Associates. "While Netflix holds a substantial lead, new and emerging OTT services are establishing their own place in the market."
Sappington noted that Netflix continues to lead the US market in subscriber volume, but Hulu has escalated its efforts to bulk up the subscription side of its services with the addition of new content and an advertising-free subscription tier. After only a few months following its launch, HBO Now is sixth, while Sling TV is also in the top 10 following its launch at the beginning of 2015.
Among sports services, MLB.TV has peaked following the end of the 2015 World Series, and NFL Game Pass is going strong midway through the new NFL season. In contrast, the WWE Network is resisting the seasonality common to other sports OTT video services and continues to add subscribers.
"Importantly, the market for OTT video services is just getting started. With several offering new, original content and Internet giants like Yahoo! purchasing broadcast rights to major sporting events, more consumers will look to OTT video services in the future," Sappington said. "The key for the industry will be to package, market and monetise these services in ways that will drive big money and big business."