For years, Netflix has been nearly synonymous with streaming movies and television, even spawning popular memes incorporating the streaming service in the same way one might refer to Kleenex. However, a growing cavalcade of challengers with both sizable pocketbooks and existing video catalogs could soon cut into not only the company’s cultural significance, but its prized place as the top streaming service.
In fact, the recent string of blockbuster deals in the streaming space is only adding to an alarming trend of market share declines in recent years.
According to market research firm Ampere Analysis, Netflix’s U.S. market share in streaming has been reduced from nearly one-third of the total market at the end of 2019 to only one-fifth at the end of 2020. Additionally, fellow market research firm Parrot Analytics notes that about 50% of U.S. streaming service consumers tout Netflix’s original content as the most-demanded in 2021. While this still leads the market, it is a significant reduction from the approximately 65% rate notched only two years ago.
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