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Sensor Tower · Seema Shah · January 2023
Small Screen: Paramount+ Largest YoY DAU Growth
Paramount+ saw the largest YoY DAU growth in 4Q22, up 75% YoY, while more mature SVOD services such as Netflix, Hulu, and Amazon Prime Video saw significant decreases in mobile DAU growth. Netflix's share of the SVOD market has declined YoY due to increased competition, with Disney+ seeing its market share increase. Although less mature SVOD services have exhibited impressive user growth, they still represent a small fraction of the entire SVOD market. Leading SVOD services kicked up their content output during the week of Christmas.
Key Takeaways:
Per Sensor Tower estimates, relative newcomer Paramount+ (launched Spring 2021) saw the largest uptick in YoY DAU growth in 4Q22 relative to other SVOD services, up 75% YoY
Paramount+, along with other less mature SVOD services such as Peacock, HBO Max, and Disney+, benefitted from the continued growth in content libraries compared to 2021
Conversely, more mature SVOD services saw a significant decrease in mobile DAU growth in the quarter with Netflix, Hulu, and Amazon Prime Video 4Q22 DAUs down 17%, 8%, and 4% YoY, respectively
Netflix exhibited the sharpest decline out of the studied apps as tentpole pieces of content such as Dahmer, Wednesday, and Glass Onion did not create the same active user lift as Squid Game in 4Q21
On a QoQ basis, Peacock exhibited the sharpest uptick in DAUs with 4Q22 DAUs up 31% QoQ (33% YoY), likely due to the streaming of World Cup games on the service
Netflix's share of the SVOD market (WW) has declined YoY thanks to increased competition (both quality and quantity):
Per Sensor Tower estimates, Netflix held ~52% of the WW SVOD market in 4Q22 compared to 57% in 4Q21 and 60% in 4Q20 based on WW MAU estimates
Disney+ has seen its market share increase in 4Q22 to 18% from 15% in 4Q21 and 13% in 4Q20 as the company geared up its international expansion efforts along with widening its breadth and depth of content
Although less mature SVOD services have exhibited impressive user growth in 2022, these services still represent a small fraction of the entire SVOD market: Netflix had more than 302mn MAUs as of 4Q22 vs 103mn, 36mn, 11mn, and 10mn on Disney+, HBO Max, Peacock, and Paramount+, respectively
With the holiday season providing more leisure time to enjoy streaming, leading SVOD services kicked up their content output during the week of Christmas:
Paramount+ released Top Gun: Maverick on the service during the week of Christmas (week
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