Analysis: Netflix losing share of popular US titles
SMACIN GRACEFULL TEAM Analysis: Netflix losing share of popular US titles From holding a 72 per cent share of the 100 most popular SVoD titles in the US in August of 2015, Netflix has seen a steady decline to under 30 per cent in the last seven years, notes Josh Rustage, Analyst at Ampere Analysis. ADVERTISEMENT “Ampere’s proprietary Popularity Score, which measures online engagement with individual titles, indicates that as of August 2022 Netflix’s share has fallen to 28 per cent of the top 100 SVoD titles in the US, the lowest in the company’s history,” he advises. ADVERTISEMENT “Across the US SVoD market, this share is now within 15 per cent of competitors such as HBO Max (17 per cent) and Peacock (18 per cent) with the Disney+ Hulu bundle now the largest provider (37 per cent).” ADVERTISEMENT According to Rustage, this drop in the proportion of