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Sensor Tower · Seema Shah · October 2022
Small Screen: Time spent & Active users on Amazon Prime, HBO and Netflix
Amazon Prime Video saw an 87% increase in US installs during the premiere week of Thursday Night Football, while HBO Max's daily average time spent per US user rose by 18% after the premiere of House of The Dragon, compared to a -9% decline for competitors. However, Netflix's weekly average time spent per user in the US fell by 19% since the premiere of Stranger Things Season 4 Volume 2. Tentpole content remains a key factor in driving user engagement on streaming services, but the ability to consistently release popular content while managing costs will be closely watched.
Key Takeaways:
US installs on Amazon Prime Video jumped 87% WoW during the premiere week of Thursday Night Football (Sep 15)
HBO Max daily average time spent per US user is up 18% post-House of The Dragon premiere compared to -9% for competitors (against prior 30-day averages) (Aug 21-Sep 19 compared to Jul 22-Aug 20)
Netflix WAUs and weekly average time spent per user in the US down 8% and 19%, respectively, since Stranger Things Season 4 Volume 2 premiere (week of Jun 27)
Tentpole content has continued to be a decisive factor in driving user traffic and engagement on streaming services with HBO Max seeing US DAUs jump 16% on each weekly episode premiere of House of The Dragon. Whether streaming services can keep up the momentum by consistently dropping hot content while managing content costs will be closely monitored
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