SVOD market shares in Q4 2021
Apple TV+ had a strong Q4, adding +1% from Q3, and finished the year with an all-time high of 5%. HBO Max had the most growth, adding 2% in Q4, closing the gap to Hulu and Disney+. Paramount+ also gained 1%, and the growing competition led the market leader Netflix to fall 2% throughout the quarter. Hulu and Disney+ maintained their market position, tied for third place behind Prime Video.
Market share development in 2021
In 2021, the SVOD market saw extreme growth in competition. Apple TV+ ended the year on its highest market share to date and added 2% throughout the year. Netflix and Prime Video continually lost market share as other platforms such as HBO Max, Paramount+, and Discovery+ gained momentum. Adding +5%, HBO Max had the most successful year in 2021.