Industry News

Parrot: Three Conglomerates Control Half of U.S. Audience Demand for TV Content

4 August, 2022

Due to the combination of Discovery Inc. and WarnerMedia’s assets, just three conglomerates — the Walt Disney Company (19.7%), Warner Bros. Discovery (17.8%) and Paramount Global (12.5%) — now control half of the U.S. audience demand for TV content, according to data from Parrot Analytics.

In terms of content, the audience for Warner Bros. Digital’s HBO Max continues to grow rapidly. The total U.S. demand for HBO Max’s original series is up 102% since Q1 2021, more than double the growth rate of its combined competition, according to Parrot. This is a strong leading indicator for further subscriber growth, which should accelerate in Q3 and Q4 with the long awaited “House of the Dragon” debuting later this month, according to the research company.

While Paramount Global is in third place in corporate share, Paramount+ is tied for fourth in on-platform demand, and stuck in seventh in originals demand share in the United States and worldwide. That said, Paramount+’s originals demand share has grown for four straight quarters, and the total demand for its originals has grown 30 points faster than the competition since Q1 2021. This has coincided with massive increase in Paramount+’s subscriber base, according to Parrot.

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