Industry News

Paramount+ is in a close race with HBO Max and Peacock in the United States

6 May, 2021

Demand for Paramount+ content (9%) is in a close race with HBO Max (10%) and Peacock (8%), according to new data from Parrot Analytics. On the other hand, rebranding to Paramount+ has not yet changed CBS All Access’ standing as a medium-sized player in the United States SVOD market.

According to Parrot Analytics’ data, CBS’s library of content and the high-demand “Star Trek” digital original series inherited from CBS All Access give Paramount+ a reasonable mid-level position in the US SVOD market. In fact, the platform US SVOD demand share of around 9% is fairly stable month-by-month. The rebrand to Paramount+ in March 2021 did grant a modest boost in demand to the platform, but the relative growth in other SVOD services at the same time meant this held the demand share steady rather than leading to an increase in absolute terms.

Over 2021 to date, the full Netflix catalog of original and licensed series accounts for around 20% of US demand for SVOD services. Netflix consistently has the highest demand share for SVOD original series in the United States, typically around 40-50%. However, the ongoing loss of licensed content to competitors reclaiming content for their own services may explain the downward trend for the overall Netflix demand share.

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