Netflix has been dethroned in the US, a first

Netflix has just been dethroned by Prime Video in the US. Taking advantage of a momentary weakness, Amazon’s service managed to take first place in the US market thanks in part to its exclusive content.

According to data collected by research firm Parks Associates, the giant has been Netflix dethroned in the United States. The study shows that between January and September 2022, the total number of Netflix subscribers dropped dramatically.

Last year especially worked for streaming king. The successive price increases gradually destroyed the platform’s customer base. In the first half of 2022, more than one million people canceled their subscriptions. Netflix was able to stop the bleeding in the second half of the year, especially by filling its catalog with new releases.

The migration in the first half was most pronounced in North America. As of September 30, Netflix does not count More than 73.4 million subscribers In the US and Canada, it is far from the levels recorded in 2021. This certainly explains why Netflix was able to catch up to its domestic competitor, then fall behind.

The streaming king hasn’t been supplanted by ambitious outsider Disney+, whose growth seems overwhelming. Disney’s service is in fourth place, just behind Hulu, the same group’s platform. Despite an exploding subscriber base and many successful series, Disney+ has yet to gain an edge over Netflix.

Also read: Netflix has announced the 10 most watched movies and series of 2022

Amazon Prime Video leads the way

In the first place in the rating we find Amazon Prime Video. The streaming service included with a Prime subscription inherits the top spot. In previous years, the platform was satisfied with the second place on the podium.

Data provided by JustWatch, a search engine dedicated to streaming services, shows that Amazon Prime Video has maintained its leadership at the end of the year. Between October 1 and December 31, 2022, Prime Video captured 21% of the US market. In particular, Amazon content accounted for a fifth of searches on JustWatch in the last three months of 2022.

According to JustWatch, Netflix is ​​second only to Amazon with 20% market share. However, during this period, Netflix brought out its heavy artillery a handful of successful contentwhose WednesdaySeries directed by Tim Burton.

Worldwide, Netflix remains number 1 in the streaming market. The platform has more than 223 million paying subscribers. For its part, Prime Video claims More than 200 million customers. Integrating the service with a Prime subscription clearly allows Amazon to increase its bottom line. Unlike Netflix, Prime Video is just one side of a very complete subscription that also includes, and above all, free shipping on Amazon.

Prime Video, the development engine of Prime

However, it will be noted that the number of Prime subscribers tendency to stagnate within two years. Indeed, Amazon has already proudly announced that it has passed the milestone of reaching 200 million subscribers by the end of 2021. A year later, the American group claims the same number of members. Growth seems to have stalled since the end of the pandemic, and the Prime subscription price hike shouldn’t help matters.

Amazon intends to support the growth of its program Bet on content available on Prime Video. According to Andy Jassy, ​​CEO of Amazon, more and more people subscribe to subscriptions just to watch certain series or movies.

With this in mind, Amazon Prime Video is constantly expanding its catalog. Last year, Prime subscribers were able to enjoy several exclusive series, including The Lord of the Rings: The Rings of Power. Dastan watched the series, which fans were waiting for with great interest More than 100 million internet users It has been welcoming Amazon since its launch in September.

Jeff Bezos’s company is not afraid of this enter large sums in producing exclusive content. For example, Amazon spent a billion dollars to acquire the rights and make a series dedicated to the Tolkien universe. This is the most expensive series in history.

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