The streaming provider Netflix has apparently set a new record in the United States. According to a recent study, the number of Netflix subscribers is now the first to exceed the number of all customers that all US cable telecom operators can unite. The television market in the USA is regarded as an internationally important indicator of future developments that will have an effect on Europe in the medium and long term.
As the market researchers from Leichtmann Research calculated, Netflix USA can now record a total of 50.85 million paying subscribers, while the largest American cable network providers with their TV offerings bring only 48.61 million customers. This results in a creeping downward trend for the latter and rapid growth at Netflix.
In the statistics, smaller cable suppliers with a total of approx. 5% share in the market are not recorded. Similarly, the comparison considers that a significant proportion of US citizens are watching via satellite television, some 38 million Americans pay to the corresponding providers their monthly charges for the pay TV in the United States.
The statistics also have little significance with respect to the number of subscribers who use both Netflix and cable to consume their films and serials. Say: it does not necessarily have to be a repression competition, some customers simply pay the comparatively low fee for a Netflix subscription simply additional. It should be noted that subscribers are not necessarily viewers and Netflix as a streaming-on-demand provider probably does not come to a comparably high total number of viewers, “audience” and – above all – “broadcast time”.
These classic benchmarking criteria are still a decisive benchmark for success measurement in the industry and will certainly continue to play a role. On the other hand, other streaming providers such as Amazon Prime Video, Google Play Movies, or Apple TV / itunes have also gained significant market shares. If the suspected number of subscribers of all larger streaming providers is summed up, then the US cable network operators should look “worse”.
The total market volume of all subscribers, who are watching their films, series and other content via cable, satellite or via streaming providers, is currently about 93 million customers. Netflix alone achieves every second, which is quite impressive. In the US, approximately 325 million people live, each paying a subscriber so certainly the one or the other household with several people.
Protectionism in the EU?
Many experts believe that the success of Netflix, Amazon Prime Video & Co. will continue to lead in Europe. The EU is an extremely important market with a total population of approximately 510 million inhabitants, which is usually closed to the US cable network and satellite providers, while the streaming services have long been active here.
In the past few months, however, there have been reports which point to a European Union’s protectionism, which is hard to deny. In the future, Netflix and Co. are to be forced to include more European productions in their programs. Such quotas exist in many Member States for classical TV providers, but they are much lower. Critics criticize the fact that many European productions are already realized by national and European film subsidies (and thus in many cases by the taxpayer), but only rarely the “level” of the films and series increases.
In addition, the EU wants the American streaming services to surrender their digitally built borders within the European Union. The planned “abolition” of geoblocking is again only a shoddy compromise in the face of a theoretically unified economic space, but the new guidelines are certainly preparing the suppliers for headaches.