Netflix is no longer the online video titan it once was and, based on its current trajectory, is likely to lose the so-called streaming wars.. That’s according to a Needham & Co. analyst report published on Monday that’s skeptical of the company’s chances to fend off rivals like Disney, Apple, Peacock and Paramount. The analyst note, based on a survey of 504 U.S.-based Netflix subscribers, revealed the biggest challenges.
The return of live sports to U.S. TV screens will set “record” ratings in the second half of 2020 and attract new pay TV subs according to Needham & Co. analyst Laura Martin. “Streaming services like Netflix, Disney+, Apple+, etc. that benefited from live sports being dark have the most risk to their U.S. reported sub adds during the second half,” she writes.
In a report today, Needham & Co.’s Laura Martin suggested TV Everywhere distribution could bring an additional $5.6 billion into the ad market each year. Undergirding the bump would be the Nielsen “extended screen” ratings system that melds TV Everywhere viewing with the linear feed.