Disney+ has moved into the top three of OTT services, according to new research from Parks Associates.
Based on subscriber estimates through September 2021 from Park’s OTT Video Market Tracker, the research firm reports more than 80% of broadband households have at least one OTT service and that the churn rate for OTT services is 44%, with consumers adopting multiple subscriptions and experimenting with different services.
Disney’s move into the top three, ahead of Hulu, is the first major change since the survey began in 2015.
“While the Disney+ content portfolio may have allowed it to leapfrog stablemate Hulu in 2021 rankings, its position reaffirms the collective power of the Disney Bundle triumvirate: Hulu, Disney+, and ESPN+,” said Paul Erickson, Director of Research, Parks Associates. “ViacomCBS’s successful rebrand and content-fueled reformulation of CBS All Access into Paramount+ have allowed it to leapfrog Apple TV+ into seventh place behind ESPN+, and time will tell if the service will break into the Top 5.”
HBO Max moved into the top five, while Paramount+ (rebranded from CBS All Access) jumped to number seven on the list, while new entrant Discovery+ is next in 11th position.
2021 Top 10 US Subscription OTT Video Services (SVOD)
1. Netflix
2. Prime Video
3. Disney+
4. Hulu
5. HBO Max
6. ESPN+
7. Paramount+
8. Apple TV+
9. Starz
10. Showtime