Tom Dougherty, CEO – Stealing Share
23 September 2019
Which of the upcoming streaming TV services will you join?
In the coming months, a whole host of new streaming TV services become available. From Disney+ to HBO Max to NBC’s Peacock to Apple+, viewers won’t be hurting for options. (But they may be hurting in their pocketbooks.)
So, which ones will you sign up for, knowing that you probably already subscribe to Netflix? And possibly Hulu and Amazon Prime? Or, like me, The Criterion Channel.
A new study suggests we’re all pretty damn open to them. While I wonder about the methodology of the research, HarrisX found that 28% of those currently subscribing to a streaming TV service are likely to sign up for one of the new ones.
While 28% sounds like a low number, it’s actually gigantic. If you buy into the research, that means a third of the US population (within margin of error) will add at least one of the streaming TV services.
(Brief aside: I wonder about the methodology of the research because the sample was 6,621 people. That’s a great sample size, but the weird number suggests this was an email study you answer online, meaning it’s not exactly projectable to the larger market.)
Disney+ leads the new streaming TV services
Of the upcoming streaming TV services, Disney+ seems the most likely to generate instant subscribers. It features a strong brand within this category, holds a large library (which will include Hulu and ESPN+) and sports an incredibly cheap price of $6.99 per month.
“But Peacock represents a brand, one we all know and understand. NBC Universal understands that the streaming TV wars will be fought on brand and depth of content. That’s why Disney+ leads the HarrisX survey.”
You might say, and I often have, that Apple carries the strongest brand. But…not so much in the TV content market. In fact, one of its weaknesses is the relatively tiny library. On Nov. 1, it’ll unveil eight shows. And that’ll be the extent of its library.
There were rumors Apple was going to buy or partner with another provider. But, as you can imagine, providers want their own services.
Which brings me to Peacock. The NBC Universal streaming TV service doesn’t premiere until April. But it brings a vast library to the proceedings (such as all the Saturday Night Lives) and…I kinda like the name.
The Twitterverse openly mocked Peacock, probably because it’s a funny sounding name. But Peacock represents a brand, one we all know and understand. NBC Universal understands that the streaming TV wars will be fought on brand and depth of content. That’s why Disney+ leads the HarrisX survey.
Now about HBO Max…
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