Netflix, still the favorite service of Americans

Netflix is ​​increasingly competing in its territory, and even lost subscribers during the second quarter of 2021. But the service maintains a strong notoriety among American users in a context of very stiff competition with the studios which have invested heavily in their SVOD services this year.

5 SVOD services per household

The study indicates that respondents own an average of 4.7 SVOD services and do not plan to add more than one more. This sets the maximum size of the American SVOD market to 5 services per household. The main studios have launched their offer, launched exclusive productions of films and series. Now begins a period when only the strongest services will survive.

Churn, the enemy of SVOD platforms

As a result of this ever-increasing competition, unsubscribes tend to multiply: thus 32% of respondents indicated having canceled an offer in 2021. All services are relatively stable, Apple TV +, Disney + and Netflix have recorded the highest cancellation rates, just 6% each. 70% of respondents consider that there are too many services on the market and that in the end, SVOD conveys negative messages: too expensive, boring to switch from one service to another constantly, too many accounts to to manage, too complicated to find the movies and series you are looking for.

Netflix the essential

Despite this, Netflix remains the essential SVOD service for a large majority of respondents. Hulu follows Netflix, possibly due to the fact that some subscribers have access to live linear channels. Disney +, despite having high satisfaction levels, does not register as the main service consumers would keep. Discovery +, Paramount +, Apple TV + and Peacock follow from a distance, proof that these services all need to do more to convince consumers of their value.

Netflix is ​​the essential SVOD service, but HBO Max wins in the satisfaction index according to the survey: undoubtedly because HBO Max has offered the entire 2021 room lineup of Warner Bros. in streaming. At the other end of the spectrum, we find Apple TV + which continues to disappoint due to the weakness of its catalog, even if some programs are popular, such as “Ted Lasso”.


Netflix is ​​increasingly competing in its territory, and even lost subscribers during the second quarter of 2021. But the service maintains a strong notoriety among American users in a context of very stiff competition with the studios which have invested heavily in their SVOD services this year. 5 SVOD services per household The study indicates…

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