OTT Subscription Surge
If you need any further evidence to convince you that traditional TV viewership is migrating to subscription-based OTT services, check out the latest revenue figures compiled by SensorTower. For Q3’18 US OTT subscription revenue totaled $329M. For some perspective during all of 2017 the OTTs took in $781M – so $329M in just one quarter is an amazing growth trajectory. You can see how the top five players in the space faired in the graphic below.
The biggest takeaways from this data are how fast Netflix (+78%), YouTube (+78%) and Hulu (+86%) are growing. HBO Now was the only decliner (-40%), but that drop probably had to do with Game of Thrones coming out of Q3 this year compared to Q3’17.
These stats paint a crystal clear picture of a TV industry in transition, as more users than ever are willing to go behind a paywall to get commercial-free content on demand. I’m sure the TV networks and cable operators are sweating these stats.