The subscription video on demand (SVOD) market in the US experienced remarkable growth in 2021 and based on JustWatch’s metrics HBO Max saw the largest growth at 5 percentage points.
Netflix held on to its lead with 25% of the market, followed by Amazon Prime and its 19% while Disney Plus and Hulu each stood at 13% of the market.
HBO Max was close by with 12% while Apple TV+ (5%) and Paramount+ (3%) rounded out the top-seven rankings.
2021 SVOD data
HBO Max also saw the highest growth in Q4 with a 2percentage points increase which helped it close up on Hulu and Disney+ in a bid to become the third-largest streaming platform. On the other hand, Netflix saw a 2 percentage points decline in Q4 while Hulu, Disney+, Apple TV+ and Paramount+ all gained 1pp in Q4. With increasing competition levels it will be interesting to see how the tables will turn in 2022.