机构研究报告-Streaming worldwide-外文版培训课件

DIGITAL

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TRENDSStreamingworldwideCHAPTER

01OverviewDigitalmediarevenueinselectedcountriesworldwidein2023(inmillionU.S.dollars)DigitalMarketOutlook:digitalmediarevenueinselectedcountries2023200,000174,720.18180,000160,000140,000120,000100,00080,00060,00040,00020,0000118,830.0337,695.17Japan20,396.6713,325.09UnitedStatesChinaUnitedKingdomSouthKorea3Description:TheUnitedStatesisleadingtherankingbyrevenueinthedigitalmediamarket,recording174.7billionU.S.dollars.FollowingcloselybehindisChinawith118.8billionU.S.dollars,whileSouthKoreaistrailingtherankingwith13.3billionU.S.dollars,resultinginadifferenceof161.4billionU.S.dollarstotherankingleader,theUnitedStates.ReadmoreNote(s):Worldwide,China,Japan,SouthKorea,UnitedKingdom,UnitedStates;Jan1sttoDec31st2023;estimateSource(s):Statista;StatistaDigitalMarketInsightsDigitalmediarevenuegrowthworldwidefrom2018to2027,bycategoryDigitalMarketOutlook:digitalmediarevenuegrowthworldwide2018-2027,bycategoryVideo-on-DemandDigitalMusicVideoGamesePublishing40%35%30%25%20%15%10%5%34.38%30.55%25.79%26.54%25.46%17.83%23.18%15.79%19.33%17.18%16.55%16.04%14.82%14.08%13.162%11.82%8.34%11.7832%5.26%10.64%10.3%6.34%2.47%9.98%8.09%7.87%7.78%6.44%3.24%5.83%5.15%4.47%2.12%3.95%1.63%0.78%-1.81%-0.71%20200%-5%2018201920212022202320242025202620274Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortherevenuegrowth.Theindicatorisforecasttofollowpredominantlyanegativetrend.Acloserexaminationrevealsthatthevaluesdecreaseinmoresegmentsthantheyincrease.Forexample,thesegmentVideo-on-Demandexperiencesanexceptionallystrongdecreaseat2027,withavalueof1.7percent.

ReadmoreNote(s):Worldwide;2018to2027;currentexchangerates;reflectsmarketimpactoftheRussia-UkrainewarSource(s):Statista;StatistaDigitalMarketInsightsUsersofdigitalmediausersworldwidefrom2018to2027,bysegment(inmillion)Digitalmediausersworldwide2018-2027,bysegmentVideo-on-DemandePublishingDigitalMusicVideoGames4,0003,5003,0002,5002,0001,5001,00050020182019202020212022202320242025202620275Description:Thenumberofusersisforecasttoexperiencesignificantgrowthinallsegmentsin2027.EspeciallynotableistheremarkablyrobustgrowthobservedintheVideo-on-Demandsegmentasweapproachtheendoftheforecastperiod.Thisvalue,reaching151millionusers,standsoutsignificantlycomparedtotheaveragechanges,whichareestimatedat66.7millionusers.ReadmoreNote(s):Worldwide;2018to2027Source(s):Statista;StatistaDigitalMarketInsightsCountrieswiththelargestdigitalpopulationsintheworldasofJanuary2024(inmillions)Countrieswiththehighestnumberofinternetusers2024Numberofinternetusersinmillions400

60002008001,0001,200ChinaIndia1,009751.5UnitedStatesBrazil331.1187.9185.3IndonesiaRussiaPakistanMexico130.4111107.3104.4103JapanNigeriaPhilippinesEgypt86.9882.0178.44Vietnam6Description:AsofJanuary2024,Chinarankedfirstamongthecountrieswiththemostinternetusersworldwide.Theworld'smostpopulatedcountryhad1.09billioninternetusers,morethantriplethethird-rankedUnitedStates,withjustaround331millioninternetusers.Overall,allBRICmarketshadover100millioninternetusers,accountingforfouroftheninecountrieswithmorethan100millioninternetusers.ReadmoreNote(s):Worldwide;January2024Source(s):DataReportal;Meltwater;WeAreSocialCHAPTER

02MusicstreamingMusicstreamingrevenueworldwidefrom2005to2023(inbillionU.S.dollars)Musicstreamingrevenueworldwide2005-202325201510519.317.515.712.710.78.86.24.42.61.81.30.90.60.30.40.40.10.10.2020052006200720082009201020112012201320142015201620172018201920202021202220238Description:In2023,streamingrevenuesreached19.3billionU.S.dollarsworldwide,thehighesteverrecordedandmorethanseventimesthefiguregivenfor2015,whenmusicstreamingrevenueamountedto2.6billion.Streamingrevenuesnowaccountforover67percentoftotalglobalrecordedmusicrevenue.ReadmoreNote(s):Worldwide;2005to2023Source(s):IFPIGrowthinmusicstreamingrevenueworldwidefrom2013to2023Musicstreamingrevenuegrowthworldwide2013-202370%65.1%60%50%40%30%20%10%0%47.6%41%41.1%35.5%34%24.3%22.9%201919.9%202011.5%202210.4%202320132014201520162017201820219Description:Globalmusicstreamingrevenueincreasedby10.4percentworldwidein2023,andnowaccountsforover67percentoftotalglobalrecordedmusicrevenue.Whilststreamingisnowthemusicindustry'smainrevenuedriverworldwide,growthhassloweddowndramaticallysince2016whenstreamingrevenuegrowthsurpassed65percentyearonyear.ReadmoreNote(s):Worldwide;2013to2023Source(s):IFPINumberofmusicstreamingsubscribersworldwidefromthe1sthalfof2019to3rdquarter2023(inmillions)Streamingmusicsubscribersworldwide2019-2023800700713.4616.2600523.94875004003002001000400304.9H12019Q12020Q12021Q22021Q22022Q3202310Description:Inthethirdquarterof2023,thenumberofmusicstreamingsubscribersworldwideamountedto713million,upfrom616millionattheendofthesecondquarterof2022.Paidmusicstreamingsubscriptionshavebecomethenormformanymusicfans,andthemarkethasseenconsistentlyimpressiveincreasesinsubscribernumbersoverthelastfewyears.Recentforecastsshowhoweverthatwhilstbothsubscribernumbersandrevenueareexpectedtocontinuetorise,growthwillslow[...]

ReadmoreNote(s):Worldwide;2019toQ32023Source(s):MIDiAResearch;MusicBusinessWorldwideShareofmusicstreamingsubscribersworldwideinthe3rdquarterof2023,bycompanySubscribershareofmusicstreamingservicesworldwideQ32023Other9.6%Deezer1.3%Yandex3.4%NetEase6.7%Spotify31.0%YouTubeMusic9.6%Amazon11.0%TencentMusic14.3%AppleMusic12.5%11Description:Inthethirdquarterof2023,31.7percentofmusicstreamingsubscribersworldwidehadasubscriptionwithSpotify,morethandoublethesharewhoweresubscribedtothesecond-rankedTencentMusic.OtherservicesinthelistincludedAppleMusic,Amazon,andYouTube.ReadmoreNote(s):Worldwide;Q32023Source(s):MIDiAResearch;MusicIndustryBlogArtistswiththemostmonthlylistenersofalltimeonSpotifyworldwideasofJuly2024(inmillions)Spotify:artistswiththemostmonthlylistenersworldwide2024Numberofmonthlylisteners40

6002080100120TheWeekndTaylorSwiftBillieEilish105.2397.497.39PostMaloneSabrinaCarpenterColdplay87.0386.9584.9484.9281.9679.1778.55RihannaEminemArianaGrandeDavidGuetta12Description:AsofJuly2024,theartistwiththemostmonthlylistenersonSpotifyworldwidewasTheWeeknd,withmorethan105millionmonthlylisteners.InsecondpositionstoodTaylorSwift,closelyfollowedbyBillieEilish.TaylorSwiftwith97.4millionmonthlylistenersasofJuly2024,hasbeenmakingheadlineswithhernewalbums,rerecordedmusic,aswellashersold-outEra'stourwhichmanagedtobrokerecordsinthelivemusicindustryworldwide.

ReadmoreNote(s):Worldwide;July2024;monthlylistenersareindividualglobaluserswhoplayedanartist'smusicwithinarolling28dayperiodSource(s):RouteNote;SpotifyLeadingmusicstreamingservicebrandsrankedbybrandawarenessintheUnitedStatesin2023Mostwell-knowndigitalmusicbrandsintheUnitedStates2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%SpotifyPandoraYouTubeMusiciTunesAmazonMusicAppleMusiciHeartRadioSiriusXM89%86%85%84%83%83%81%76%SoundCloudNapster64%49%Tidal36%DeezerAudiomack30%29%13Description:Whenitcomestothemostwell-knowndigitalmusicprovidersintheU.S.,SpotifyleadsthelistaheadofPandora.Boththeseplatformsarerecognizedby89percentand86percentoftherespondentsintheUnitedStatesrespectively.ThirdonthislistcomesYouTubeMusic,followedbyiTunesandAmazonMusic.ReadmoreNote(s):UnitedStates;MaytoJune2023;2251respondents;18to64yearsSource(s):StatistaConsumerInsightsMonthlycostsofselectedmusicstreamingoffersintheUnitedStatesasofOctober2024MusicstreamingservicesmonthlysubscriptionpriceintheU.S.2024PriceinU.S.dollars802461012141618SiriusXMDeezer16.9811.9911.99SpotifyPremiumAppleMusic10.9910.9910.9910.99PandoraPremiumTidalYouTubeMusicPremiumAmazonMusicUnlimitediHeartRadioPlusSoundcloudGo9.994.994.9914Description:MonthlysubscriptionplansformusicstreamingservicesintheUnitedStatesrangedfrom4.99U.S.dollarsupto16.98U.S.dollarsasofOctober2024.SiriusXMdemandedthehighestpriceforitspremiumoption,whilemostofitsothercompetitorsstoodatjustabovetheten-dollarmark,suchasSpotify,AppleorYouTube.ReadmoreNote(s):UnitedStates;October2024Source(s):Activate;D;TheHollywoodReporter;VarietyCHAPTER

03PodcastsNumberofpodcastlistenersworldwidefrom2023to2027(inmillions)Numberofpodcastlistenersworldwide2023-2027700651.7619.2584.16005004003002001000546.7506.92023202420252026202716Description:AccordingtoaforecastfromAugust2023onglobalpodcastconsumption,thenumberofpodcastlistenersworldwidehassteadilyincreasedandispredictedtoriseevenfurther.In2023,thenumberofpodcastlistenersworldwideamountedtoover500millioninternetusers,whilethisnumberwaspredictedtogrowtomorethan650millionin2027.ReadmoreNote(s):Worldwide;2023;forecastdatafromAugust2023,amonginternetusersofanyagewholistentoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonthSource(s):eMarketerNumberofpodcastslistenersinselectedcountriesworldwideinAugust2023Numberofpodcastslistenersinselectedcountriesworldwide2023Numberoflistenersinmillions60

8002040100120140160UnitedStatesChina129.9117.1Brazil51.8Mexico27.5GermanyUnitedKingdomFrance22.118.316.41514.713.613.410.49.2JapanSpainItalyCanadaArgentinaAustralia17Description:AsofAugust2023,theUnitedStateswasthecountrywiththehighestnumberofpodcastlisteners.Nearly130millioninternetusershadtunedintoapodcastinthemonthpriortothesurvey.Chinafollowedinsecondpositionwitharound117millionpodcastlistenersandBrazilrankedthirdwithroughly51.8millionlisteners.ReadmoreNote(s):Worldwide;August2023;internetusersofanyagewholistenedtoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonthSource(s):eMarketerShareofpeoplewholistenedtoapodcastinthelastmonthinselectedmarketsworldwide2024,bycountryShareofmonthlypodcastlistenersinselectedmarketsworldwide2024,bycountryShareofrespondents20%

25%0%5%10%15%30%35%40%45%50%SpainUnitedStatesIreland44%44%43%43%42%42%41%40%SwedenNorwayPortugalCanadaAustraliaDenmarkSwitzerlandArgentinaFinland35%35%34%34%33%Austria18Description:Accordingtoastudyfrom2024podcastswereespeciallypopularinSpainandtheUnitedStates,where44percentofrespondentsrespectivelystatedthattheyhadlistenedtoapodcastinthelastmonth.Amongtheselectedmarkets,podcastsweretheleastpopularinJapan,withonly26percentofsurveyedpeoplesayingthattheyhadlistenedtoapodcastwithinthemonthpriortothestudy.ReadmoreNote(s):Worldwide;endofJanuarytobeginningofFebruary2024;*;*Samplesizevariedamongthecountries:Argentina:2,023;Australia:2,003;Austria:2,015:;Belgium:2,050;Canada:2,014;Denmark:2,011;Finland:2,015;France:2,010;[...]

ReadmoreSource(s):ReutersInstitutefortheStudyofJournalism;YouGovLeadingpodcastpublishersworldwideinJune2024,byuniquestreams,downloads,andviews(inmillions)Podcastpublishers'globaluniquestreamsanddownloads2024Unique

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millionsiHeartAudienceNetworkAcast646.8365.71174.1478.3260.3748.1LibsynSonoroGlobalMediaCorp.ParamountDailyWire+AmericanPublicMediaTheAthletic9.168.5819Description:TheleadingpodcastpublisherworldwideinJune2024basedonuniquestreamsanddownloadswasiHeartAudienceNetworkwith646.8millionstreams,views,anddownloadsinthatmonth.InsecondplacewasAcastwithover365million.

ReadmoreNote(s):Worldwide;June2024;mobileanddesktoppodcastaudienceSource(s):PodtracCHAPTER

04VideostreamingVideo-on-demandrevenueinselectedcountriesworldwidein2023(inmillionU.S.dollars)DigitalMarketOutlook:video-on-demandrevenueinselectedcountries202380,00069,542.2870,00060,00050,00040,00030,00020,00010,000028,386.687,852.126,477.13Japan5,676.11GermanyUnitedStatesChinaUnitedKingdom21Description:Therevenuerankinginthe'Video-on-Demand'segmentofthedigitalmediamarketisledbytheUnitedStateswith69.5billionU.S.dollars,whileChinaisfollowingwith28.4billionU.S.dollars.Incontrast,Germanyisatthebottomoftherankingwith5.7billionU.S.dollars,showingadifferenceof63.9billionU.S.dollarstotheUnitedStates.ReadmoreNote(s):Worldwide;Jan1sttoDec31st2023Source(s):Statista;StatistaDigitalMarketInsightsMonthlycostsofselectedvideostreamingoffersintheUnitedStatesasofOctober2024VideostreamingservicesmonthlysubscriptionpriceintheU.S.2024PriceinU.S.dollars1005152025Netflix-PremiumMax-Ultimatead-freeHulu-Adfree22.9920.9918.99Max-Adfree16.99Disney+-Adfree15.9915.49Netflix-StandardPeacock-Adfree13.99Paramount+-AdfreeHulu-Ad-supportedDisney+-Ad-supportedMax-Ad-supportedPeacock-Ad-supportedParamount+-Ad-supportedNetflix-Basicwithads12.999.999.999.997.997.996.9922Description:NetflixhadthemostexpensivesubscriptionplanamongvideostreamingservicesintheU.S.,withitsad-freepremiumtiercostingjustunder23U.S.dollarspermonthasofOctober2024.Bycontrast,thestreaminggiant’smostbasicplansupportedwithadscostssubscribersnearlysevenU.S.dollarsonamonthlybasis.PeacockandParamount+werepricedlowerthanthelarger,moreestablishedSVODproviderslikeNetflix,Max,andDisney+,withthelatterrecentlyincreasedtheirfees.

ReadmoreNote(s):UnitedStates;October2024Source(s):Activate;D;TheHollywoodReporter;VarietyPenetrationrateoftheOTTvideomarketworldwidefrom2019to2029PenetrationrateofOTTvideoworldwide2019-202970%61.02%59.05%60%50%40%30%20%10%0%57.05%55.03%52.84%50.59%48.6%48.71%46.11%46.38%41.6%2019202020212022202320242025202620272028202923Description:Theglobalpenetrationrateinthe'OTTVideo'segmentofthemediamarketwasforecasttocontinuouslyincreasebetween2024and2029byintotal10.4percentagepoints.Aftertheseventhconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach61.02percentandthereforeanewpeakin2029.ReadmoreNote(s):Worldwide;2019to2029Source(s):Statista;StatistaAdvertising&MediaInsightsShareofinternetuserswatchingcontentviastreamingserviceseachmonthworldwideasof3rdquarter2023,bycountryGlobalshareofuserswatchingcontentviastreamingservicesQ32023,bycountryShareofrespondents0%10%20%30%40%50%60%70%80%90%100%SouthAfricaChile98%97%MexicoTurkeyBrazilGreece96.9%96.8%96.7%96.7%96.6%96.2%96.1%96%PhillipinesNewZealandSaudiArabiaIndiaArgentinaSwedenVietnam95.8%95.8%95.6%24Description:Worldwide,91.7percentofinternetuserswatchedcontentviastreamingserviceseachmonthasofthethirdquarterof2023.PeoplefromtheSouthAfricawereusingvideostreamingplatformsthemost,with98percentofrespondentstothesurveystatingtostreameverymonth.Chilecamesecond,with97percentofpeoplewatchingTVcontentonstreamingplatforms,followedbyMexico.Bycomparison,only76.1percentofconsumersfromRussiaindicatedtousevideostreamingservices,[...]

ReadmoreNote(s):Worldwide;Q32023;16-64years;e.g.NetflixSource(s):DataReportal;GWI;Meltwater;WeAreSocialShareofdailytimespentwatchingcontentviastreamingservicesofthetotalTVconsumingtimeworldwidefrom3rdquarter2013to3rdquarter2023Shareofdailyvideostreamingtimeworldwide2013-202350%45.4%44.1%44.2%45%40%35%30%25%20%15%10%5%42.2%41.1%39%36.5%31.7%29.5%28.3%25.5%0%Q32013Q32014Q32015Q32016Q32017Q32018Q32019Q32020Q32021Q32022Q3202325Description:Asofthethirdquarterof2023,44.2percentoftheoveralltimespentwatchingTVwasinvestedonwatchingcontentviastreamingservicesworldwide.Inthepastyears,thissharesteadilyincreased.Bycomparison,itamountedto31.5percentfiveyearsearlier.ReadmoreNote(s):Worldwide;Q32013toQ32023;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialLeadingvideo-on-demandbrandsrankedbybrandawarenessintheUnitedStatesin2023Mostwell-knownvideo-on-demandbrandsintheUnitedStates2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%NetflixHuluDisney+95%92%91%90%90%89%87%87%AmazonPrimeVideoYouTubePremiumParamount+Max(HBOMax)PeacockGooglePlaystoreiTunes84%83%82%AppleTV+ESPN+Discovery+79%78%26Description:With95percent,NetflixhasthehighestbrandawarenessamongVoDservicesintheUnitedStates,followedbyHuluandDisney+,whileourVideo-on-DemandbrandusagerankingisalsoledbyNetflix,butfollowedbyAmazonPrimeVideo.ThesetwoVoDgiantsalsohavethemostloyalVideo-on-Demandcustomers.ReadmoreNote(s):UnitedStates;26May2023to21June2023;1005respondents;18to64yearsSource(s):StatistaConsumerInsightsReasonsforsubscribingtovideostreamingservicesintheUnitedStatesasofMarch2024ReasonsforsubscribingtovideostreamingservicesintheU.S.2024Shareofrespondents0%10%20%30%40%50%60%Specificindividualmovies/TV/videoseriesthatIwanttowatchOriginalseriesmadebytheserviceismust-seeTVSpecifickindsofcontentthatIwanttowatchNoorlessadverstisments52%40%31%26%23%22%ReplacingpayTVservicesIusedtogetthroughpaidTVservicesbutnolongergetFreetrialAccesstootherrelatedservices15%ExistingserviceIusenolongerofferssomeofthecontentIwant9%27Description:ForwhatreasonsdopeopleintheUnitedStatessubscribetovideostreamingservices,suchasNetflix,HuluorHBONow?Asurveyfrom2024foundthatthetopreasonwasspecificindividualcontentthattheywanttowatch,at52percentofrespondents.Secondmostimportantforthepeopleinterviewedwasoriginalseriesmadebytheserviceismust-seeTV.ReadmoreNote(s):UnitedStates;March22to29,2024;1,640respondents;18yearsandolder;amongthosesubscribingtoatleast1streamingserviceSource(s):VorhausAdvisorsMostcommonreasonsforcancelingvideostreamingservicesubscriptionsworldwideasofMay2024Reasonsforcancelingvideostreamingservicesubscriptionsworldwide2024Shareofrespondents5%

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15%0%20%25%24%30%35%34%40%40%45%IwanttosavemoneyThepriceistoohighforwhatIgetIhavetoomanysubscriptionsThereisnotenoughcontenttowatchIdonothaveenoughtimetouseit20%20%IhavewatchedthespecificcontentIsigneduptowatchThecontentisnothightquality16%15%14%ThereistoomuchadvertisingwhenwatchingcontentTheuserexperienceispoor12%12%ThereisenoughfreecontenttowatchonsocialmediaThereissomuchcontentitishardtochoosewhattowatchBadcustomerserviceandsupport10%8%Other2%28Description:AsofMay2024,astudyrevealedthatthemainreasonsforterminatinganSVODsubscriptionhadtodowithprice,with40percentofrespondentsworldwidestatingthattheywanttosavemoney.Furthermore,aboutoneinthreepeopleinterviewedsaidthatthesubscriptionistooexpensiveforwhattheyget.Contenthasbecomeagrowingissueforsubscribersaswell,and20percentofglobalconsumersconsidercancelingbecausethereisnotenoughcontenttowatchontherespective[...]

ReadmoreNote(s):Worldwide;ApriltoMay2024;2,540respondents;respondentsacross12countriesconsideringtocancelavideostreamingserviceSource(s):Simon-Kucher&PartnersCHAPTER

05MarketleadersNumberofSpotifypremiumsubscribersworldwidefrom1stquarter2015to3rdquarterof2024(inmillions)Spotify'spremiumsubscribers2015-202430025020023922019518015815013811396100500755940281830/statistics/244995/number-of-paying-spotify-subscribersAsofthethirdquarterof2024,Spotifyhad252millionpremiumsubscribersworldwide,upfrom226ꢀmillioninthecorrespondingquarterof2023.Spotify’ssubscriberbasehasincreaseddramaticallyinthelastfewyearsandhasmorethandoubledsinceearly2019.ReadmoreNote(s):Worldwide;Q12015toQ32024Source(s):SpotifyNumberofSpotifymonthlyactiveusers(MAUs)worldwidefrom1stquarter2015to3rdquarter2024(inmillions)Spotify'smonthlyactiveusers2015-202470060050061555145640640035629930024820720015713811391100

68031Description:Inthethirdquarterof2024,themusicstreamingserviceSpotifyreachedanall-timehighwith640millionactiveusersworldwide.Thismarkedanincreaseofaround12percentinjustoneyear.ReadmoreNote(s):Worldwide;Q12015toQ32024Source(s):SpotifyNumberofAppleMusicsubscribersworldwidefromOctober2015toJune2023(inmillions)NumberofAppleMusicsubscribersworldwide2015-202310090807060504030938878726860565040383027201720100161514131211106.5Oct

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'1832Description:EstimatessuggestthatAppleMusichad93millionsubscribersworldwideinJune2023,upbyfivemillionfromthepreviousyear.Launchedin2015byU.S.techgiantApple,AppleMusicisthesecondlargestmusicstreamingserviceworldwide,competingwithmarketleaderSpotify.ꢀSpotifyremainsmarketleaderWhileAppleMusicisapopularmusicstreamingplatform,accountingfor19percentofsubscribersworldwide,the2008foundedstreamingserviceSpotifyremainsthemarket[...]

ReadmoreNote(s):Worldwide;October2015toJune2023;includesfreeandpaidsubscribers;*October2015figuresarebasedonCEOTimCook'sstatementthatAppleMusichas6.5millionpaidsubscribersplusanother8.5millionuserswhoarestillintheir[...]

ReadmoreSource(s):BusinessofAppsNumberofNetflixandAmazonPrimeVideoviewersinselectedcountriesworldwidein2024(inmillions)NetflixandAmazonPrimeVideoviewersworldwide2024,bycountryNetflixAmazonPrimeVideo200173.718016014012010080163.665.96048.13532.340