Nov 4, 2024
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Insights
Regional Analysis of Subscription Streaming Service Penetration
How have the main subscription streaming services evolved worldwide from 4Q22 to 1Q24? Dive into BB Media’s global analysis on Apple TV+, Disney+, Netflix, and Prime Video’s gross penetration evolution by region!
Throughout the entire period, Netflix led the market with the highest penetration rates across all regions except APAC. Prime Video closely followed, showing strong penetration rates worldwide alongside Netflix. Apple TV+, on the other hand, has established a significant presence in UCAN but hasn’t seen much growth in other regions during the period analyzed. From 4Q22 to 1Q24, Disney+ maintained its position as the third platform with the highest penetration rates in EMEA, while also performing strongly in UCAN, LATAM, and notably in APAC, where Disney+ Hotstar has shown significant growth. Its penetration rates increased from 17% in 4Q23 to 24% in 1Q24.
The APAC market stands out from the rest of the regional markets, where Netflix typically dominates in terms of penetration. In this region, Prime Video has consistently been a dominant force in the subscription streaming services market, alongside Disney+ Hotstar. However, it’s worth noting that from 4Q22 to 1Q24, Netflix’s and Apple TV+’s penetration rates have been steadily increasing across the region.
Penetration rates have remained relatively stable in UCAN, EMEA, and LATAM. On the other hand, the APAC market has shown the most promising growth prospects for all analyzed subscription streaming services, with increases across the board from the fourth quarter of 2022 to the first quarter of 2024.
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