Netflix is the largest streaming video subscription service in the world. Created by Reed Hastings and Marc Randolph in 1997, the company has revolutionized the video content subscription model with over 139 million subscribers in 190 countries. The success of Netflix is due to two factors. The first is a recommendation system that gives suggestions on what customers should watch based on their viewing history. The second is the vast catalog of content on offer – produced by third parties and by Netflix itself. These factors have resulted in Netflix competing against influential TV networks and film producers for viewership.
|Competitor||Description||Key Insights||Competitive Overlap||Differentiation|
|Amazon Prime Video||A video streaming service offered as part of Amazon Prime membership. Amazon Prime Video competes directly with Netflix in the streaming entertainment space.||Amazon Prime Video provides a vast library of movies and TV shows, directly competing with Netflix in segments like on-demand streaming and original content, targeting subscribers looking for a wide range of content.||Both compete in the on-demand streaming and original content market, offering access to a diverse catalog of movies and series, with Amazon Prime Video’s focus on bundling with Amazon Prime membership.||Amazon Prime Video’s integration with Amazon Prime’s other benefits.|
|Disney+||A streaming service from The Walt Disney Company offering Disney, Pixar, Marvel, Star Wars, and National Geographic content. Disney+ competes with Netflix in the streaming entertainment sector.||Disney+ features a collection of popular franchises and exclusive content, directly competing with Netflix in segments like family entertainment and original series, targeting families and fans of Disney content.||Both compete in the family entertainment and original content market, offering beloved franchises and exclusive series, with Disney+’s focus on Disney’s extensive content library.||Disney+’s extensive library of iconic franchises and family-friendly content.|
|Hulu||A subscription-based streaming service known for offering a mix of current TV shows, movies, and original content. Hulu competes with Netflix in the streaming and original programming space.||Hulu provides access to current TV episodes, movies, and original series, directly competing with Netflix in segments like original programming and TV show streaming, targeting viewers looking for up-to-date content.||Both compete in the original programming and TV show streaming market, offering a variety of content, with Hulu’s focus on providing current episodes shortly after they air.||Hulu’s offering of current TV episodes shortly after broadcast.|
|Apple TV+||A subscription-based streaming service from Apple offering original TV shows, movies, and documentaries. Apple TV+ competes with Netflix in the streaming entertainment and original content sector.||Apple TV+ features exclusive original content, directly competing with Netflix in segments like original series and movies, targeting users interested in high-quality, exclusive productions.||Both compete in the original series and movie market, offering exclusive content, with Apple TV+’s focus on its integration with the Apple ecosystem and high-quality original programming.||Apple TV+’s integration with the Apple ecosystem and high-quality original content.|
|HBO Max||A streaming service from WarnerMedia offering HBO content, Max Originals, and a wide range of movies and TV shows. HBO Max competes with Netflix in the premium streaming and original programming space.||HBO Max provides access to HBO’s library, Max Originals, and additional content, directly competing with Netflix in segments like premium streaming and original series, targeting subscribers seeking premium entertainment.||Both compete in the premium streaming and original content market, offering premium series and movies, with HBO Max’s focus on combining HBO’s renowned content with Max Originals.||HBO Max’s combination of HBO’s acclaimed content and Max Originals.|
|Peacock (NBCUniversal)||A streaming service from NBCUniversal offering a mix of movies, TV shows, news, and sports content. Peacock competes with Netflix in the streaming entertainment and live TV space.||Peacock features a diverse library of content, including live TV, directly competing with Netflix in segments like on-demand streaming and live sports, targeting viewers looking for a wide range of entertainment options.||Both compete in the on-demand streaming and live TV market, offering varied content and live sports, with Peacock’s focus on combining on-demand and live streaming.||Peacock’s blend of on-demand streaming and live TV offerings.|
|Paramount+||A streaming service from ViacomCBS offering content from brands like CBS, Paramount Pictures, and more. Paramount+ competes with Netflix in the streaming entertainment and on-demand content space.||Paramount+ features a collection of content from various ViacomCBS properties, directly competing with Netflix in segments like on-demand streaming and original programming, targeting fans of CBS and ViacomCBS brands.||Both compete in the on-demand streaming and original content market, offering a mix of series and movies, with Paramount+’s focus on leveraging the ViacomCBS content portfolio.||Paramount+’s access to content from ViacomCBS brands.|
|YouTube Premium||A subscription service from YouTube that offers an ad-free experience, YouTube Originals, and access to YouTube Music. YouTube Premium competes with Netflix in the original programming and ad-free streaming space.||YouTube Premium provides an ad-free experience, original content, and access to YouTube Music, directly competing with Netflix in segments like original programming and ad-free streaming, targeting users who frequent YouTube.||Both compete in the original programming and ad-free streaming market, offering ad-free viewing and original series, with YouTube Premium’s focus on integrating with the YouTube platform and YouTube Music.||YouTube Premium’s integration with the broader YouTube ecosystem.|
|CBS All Access (Now Paramount+)||A streaming service from ViacomCBS offering CBS content and exclusive originals. CBS All Access (now part of Paramount+) competes with Netflix in the streaming entertainment and CBS content space.||CBS All Access provides CBS programming and exclusive originals, directly competing with Netflix in segments like CBS content streaming and exclusive series, targeting fans of CBS shows and original productions.||Both compete in the CBS content streaming and exclusive series market, offering CBS programming and originals, with CBS All Access’ focus on CBS’s extensive content library.||CBS All Access’ access to CBS programming and exclusive originals.|
|Vudu (Walmart)||A digital video rental and purchase service that offers a marketplace for buying and renting movies and TV shows. Vudu (owned by Walmart) competes indirectly with Netflix by providing a different business model for accessing content.||Vudu allows users to buy or rent movies and TV shows, offering a different content acquisition model compared to subscription-based services like Netflix, targeting viewers who prefer to purchase or rent specific titles.||Both indirectly compete in the digital content acquisition market, but with different models, as Vudu focuses on a transactional model for content access.||Vudu’s focus on a pay-per-content transactional model.|
Amazon Prime Video
Prime Video launched in 2006 and has already earned 150 million subscribers in 200 territories globally.
The platform is available to exist Amazon Prime users, giving them access to thousands of movies, shows, music, and documentaries.
Like Netflix, Amazon has recently begun producing its own content under the Prime Originals banner.
In emerging economies with poor connectivity, users can download videos to watch offline.
At present, a yearly Amazon Prime Video subscription can be had for $119 per year – or $9.92 a month.
This is significantly cheaper than two of Netflix’s three pricing tiers.
Disney Plus offers a wide range of content, including the Star Wars and Marvel franchises, animated masterpieces, and documentaries.
After acquiring Fox in 2019, Disney further expanded their catalog to include classics such as The Simpsons.
Given the longevity of parent company Disney, the streaming service also features content stretching back 70 years.
This gives Disney Plus a certain nostalgia for many viewers that Netflix will find impossible to replicate.
At $6.99/month or $69.99 for a year, Disney Plus is more cost-effective than even the cheapest Netflix plan.
HBO on Demand
HBO has been creating premium content for over 40 years.
However, the company is a relative newcomer to streaming with 50 million subscribers in the USA and a presence in Latin America and Europe.
HBO on Demand is home to some of the most popular shows in recent history.
This includes Doctor Who, Friends, and Game of Thrones.
In 2015, the company launched HBO Now as a direct-to-consumer service with no requirement to subscribe to a cable or satellite system.
HBO Max was launched in 2020, incorporating content from Turner, Warner, and Warner Bros. Pictures.
Hulu is a unique Netflix competitor in the sense that it gives consumers access to content right after it has aired on major networks.
In fact, Hulu’s view on demand (VoD) catalog features over 85,000 series episodes.
Hulu has also secured access to the majority of FX channel original content, giving it a slight edge over Netflix.
It also has produced popular original content such as The Handmaid’s Tale.
The company has managed to secure close to 40 million users in the United States alone, second only to Netflix.
This has been achieved through a proactive strategy of discount promotions and the packaging of streaming content with live television.
- Netflix has revolutionized the video subscription model and enjoys significant market share as a result. The company has a vast catalog of content which puts it in direct competition with TV networks and producers.
- Amazon Prime Video is perhaps the most significant Netflix competitor because the platform has the resources necessary to emulate the Netflix model.
- With a back catalog spanning more than 70 years and several major rights acquisitions, Disney+ also enjoys a significant market share.
- Largest streaming video subscription service globally.
- Founded in 1997 by Reed Hastings and Marc Randolph.
- Over 139 million subscribers in 190 countries.
- Key success factors: Recommendation system and vast content catalog.
- Competes with TV networks and film producers for viewership.
- Amazon Prime Video:
- Launched in 2006.
- 150 million subscribers in 200 territories.
- Access for Amazon Prime users to movies, shows, music, and documentaries.
- Producing original content under the Prime Originals banner.
- Offline viewing option in regions with poor connectivity.
- Subscription costs $9.92 per month or $119 per year.
- Disney Plus:
- Offers content from Disney, Star Wars, Marvel, and more.
- Acquired Fox in 2019, expanding its catalog.
- Features content spanning over 70 years.
- Subscription costs $6.99 per month or $69.99 per year.
- Strong brand recognition and nostalgia.
- HBO on Demand/HBO Max:
- HBO has over 40 years of premium content.
- HBO on Demand and HBO Max are streaming platforms.
- HBO Max launched in 2020 with content from Turner and Warner.
- Home to popular shows like Game of Thrones and Friends.
- HBO Now introduced in 2015 as a standalone service.
- HBO Max incorporates various Warner properties.
- Offers access to content immediately after airing on networks.
- Over 85,000 series episodes available on demand.
- Features FX channel original content and Hulu originals.
- Close to 40 million subscribers in the USA.
- Utilizes promotions and bundled content with live TV.
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