We’ve acquired Video Game Insights (VGI)!
Sensor Tower · Abraham Yousef · April 2023
Small Screen: HBO Max gains MAU while others are trailing
HBO Max saw a 10% QoQ increase in monthly active users (MAUs) in 1Q23, while Netflix and Amazon Prime Video held on to holiday gains but saw a small decline of 2% QoQ, according to Sensor Tower data. Disney+, Hulu, and Peacock saw the most significant decline in MAUs post-holidays, down 4%, 7%, and 11% QoQ, respectively. However, Netflix's decline in MAUs was tempered by the engagement and loyalty of its subscribers, who spent an average of 97 minutes per week on the app in 1Q23, up 9% QoQ.
Key Takeaways:
Sensor Tower data shows that HBO Max MAUs accelerated 10% QoQ in 1Q23 while Netflix and Amazon Prime Video mostly held on to holiday gains, but each exhibited a small decline of 2% QoQ. Disney+, Hulu, and Peacock saw the most stark decline in MAUs post-holidays, down 4%, 7%, and 11% QoQ, respectively
Netflix’s decline in MAUs has been tempered by the engagement and loyalty of its subscribers, which could provide a buffer as it transitions away from password sharing and expands its ad-supported tier
Though MAUs slid in 1Q23 vs 4Q22, US Netflix users logged significantly more time on the app as they binged tentpole content: US users spent an average of 97 mins/week on Netflix in 1Q23, up 9% QoQ
Netflix’ gains in US user time spent was driven by new content: the release of Outer Banks Season 3 and docuseries Murdaugh Murders during the week of February 20 saw US WAUs and weekly average time spent per US user jump 5% and 11% WoW, respectively, while the release of You the week of March 6 spurred a 3% WoW increase in both metrics
Netflix remains an industry leader in terms of user engagement and stickiness: in 1Q23, nearly 12% of US Netflix users opened the app 15+ days/month vs 9% on Hulu, 6% on Peacock, 5% on HBO Max, and 4% each on Disney+, Amazon Prime Video and Paramount+
For more information, request the full report from reports@sensortower.com.
