Netflix customers least likely to use competing platforms

Download the full report: Analyzing the Streaming Video Market with Earnest Credit Card Data.

Platform overlap can provide insight into which streaming providers are used as a primary streaming service and which are used to supplement content gaps, ultimately giving a sense of which platforms may be used for a broad entertainment experience versus niche content. 

In 1Q23, Netflix had garnered the highest loyalty among streaming competitors, with 42% subscribed only to Netflix and not supplemented with any other platform. 30% of DirecTV Stream customers only subscribed to that platform saw ~30% single-platform loyalty, while 25% of YouTube TV and Hulu customers were only subscribed to each respective platform saw ~25%. Most other platforms saw only ~15% to 20% of subscribers only subscribing to their own platforms not supplement at all. The least loyal base, i.e. platforms where subscribers supplemented the most included Showtime, Discovery Plus, and HBO Max. 

Download the full report: Analyzing the Streaming Video Market with Earnest Credit Card Data.