Who's Wining the Streaming Wars? Q2 Data Reveals Top Peformers

First, it was HBO. Then HBO Max. Then just Max. Now, the Warner Bros. streaming service is changing monikers again as it reverts back to HBO Max. Despite the chaos surrounding its branding, the OTT channel has managed to quietly grow its global app user base by 86% this quarter. As the height of the streaming wars comes to an end, the major players remaining are still engaging in fierce competition with one another — as our latest report, Tentpoles to tip-offs: Netflix and Max lead the power streamers in Q2 lays out in detail. 

Sensor Tower data shows that users spent an average of 35 minutes a day using streaming apps this quarter. In April, Netflix superseded that number, hitting 36 minutes per day; competitors Peacock (34 mins) and Disney+ (27 mins) came in second and third places, while Paramount+ came in last of the big names, with users only logging an average of 18 minutes — barely enough for a single episode. 

As the companies race to release tentpole content that will drive viewership, time spent is only one metric of success. Retention and engagement are arguably even more significant, given the industry’s reliance on a subscription model with little-to-no cancellation costs. In this regard, Netflix wins out — with 76% of its user base regularly returning to the service (versus 63% for its peers). 

The data-packed report analyzes the performance of top OTT streaming services, looking at the factors driving growth (and stifling it), and exploring key trends around engagement, retention, user acquisition, advertising and more. Marketers across industries can take advantage of these insights to optimize their channel strategy, stay ahead of competitors, and keep a finger on the pulse of evolving advertising trends. 

Click here to download the full report.