What are US streaming services doing to attract more subscribers?

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HBO Max

Recently, we learned that HBO Max had reached 73.8 million subscribers in 2021, according to the results of the annual report. Unsurprisingly, 46.8 million of them are located in the United States. Thus, over the past year, it has attracted an additional 5.3 million users in this market.

In this regard, Jason Kilar, the CEO of Time Warner, posted on Twitter that HBO Max’s subscriber count has increased by 35% over the past two years. This statement refers to all markets, including the United States and 45 others. He also noted that this is well ahead of expectations.

During an interview with CNBC, Kilar pointed out that the service “grew much faster than Netflix” in the United States in 2021. In a corresponding article, we talked in detail about Netflix’s fourth quarter earnings. Netflix could not meet subscriber growth forecasts. The streaming service only reached 221.84 million subscribers instead of the expected 222.06 million.

For these companies, content is seen as the main factor that gives a competitive advantage over others. In this regard, in 202, HBO Max offered some highly requested content, such as the latest addition to the Matrix series. Although there are different opinions regarding The Matrix Resurrections, it is very popular. Another great booster was Dune. The latter is a science fiction novel by Frank Herbert, which was released on the platform a day before its theatrical release. And we must also remember the third season of the hit series Succession broadcast by HBO Max.

Other than that, HBO Max has partnered with Warner Bros. to release 10 films this year. But it seems that none of them are big budget movies. However, those who follow the news should know that HBO Max is moving away from same-day theatrical releases for its most important titles. Also, there is a convention that Warner Bros. must air on HBO Max within 45 days before they air on other streaming services.

Disney+

Disney Plus is one of the most popular streaming services. And it will soon capture more market share. According to the latest reports, the company is going to launch Disney Plus in 42 countries and 11 territories this summer.

As The Hollywood Reporter said, Disney Plus will be available in the following countries:

Albania, Algeria, Andorra, Bahrain, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Egypt, Estonia, Greece, Hungary, Iraq, Israel, Jordan, Kosovo, Kuwait, Latvia, Lebanon, Libya, Liechtenstein, Lithuania, Malta, Montenegro , Morocco, North Macedonia, Oman, Palestine, Poland, Qatar, Romania, San Marino, Saudi Arabia, Serbia, Slovakia, Slovenia, South Africa, Tunisia, Turkey, United Arab Emirates, Vatican City and Yemen.

and regions:

Faroe Islands, French Polynesia, French Southern Territories, Overseas Collective of Saint Pierre and Miquelon, Åland Islands, Sint Maarten, Svalbard and Jan Mayen, British Indian Ocean Territory, Gibraltar, Pitcairn Islands and Saint Helena .

The growth rate of Disney Plus subscribers has slowed. So, it is a reasonable decision which should help the company to get more subscribers. The service began streaming in November 2019. In less than a year and a half, Disney Plus surpassed the 100 million subscriber mark. In fact, Disney announced in October that the service had 118.1 million paying subscribers. It seems like a good number to brag about. But the truth is that the figure only increased by 2.1 million compared to the previous quarter.

Like other streaming services, including HBO Max and Netflix, Disney Plus is investing heavily in new content. One of the most popular movie series, Percy Jackson is in development. Disney also said Pixar’s Turning Red would forgo the theatrical premiere in favor of that streaming service.

netflix

As the Financial Times said, in the fourth quarter of 2021, Netflix could only attract 8.3 million new subscribers. This is the lowest number signed for its streaming service since 2017. Worse still, in the first quarter of 2022, Netflix is ​​only expected to get 2.5 million new subscribers.

Netflix is ​​the king of the streaming service market. So it makes sense that the company spends billions on content. The company will spend more than $18 billion on content this year.

A total of eight major US media streaming companies will spend $140 billion on content this year.


Looking at these numbers, you might think that nothing will stop these companies from growing rapidly. But other non-mainstream streaming services aren’t sitting idly by. Say, according to Business insider, the rapidly growing YouTube is set to replace Netflix in 2022 and become the largest media streaming service provider.

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