Finally, iPhone manufacturer Apple also hit the deck running and immediately became a major player with its Apple TV+ service and opulent in-house productions. Disney‘s other streaming service Hulu also made significant gains recently. By the end of 2021, the service already had 130 million customers. More and More Providers Competing for Streaming ConsumersĮntertainment behemoth Disney, for example, got off to a lightning start with its November 2019 launch of streaming service Disney+. Now, in addition to the established industry giants Netflix and Amazon Prime, several new players have entered the market and are competing for viewers‘ favour, money, and attention spans. However, other streaming providers’ shares also reacted with losses, the figures indicating that the gold rush in the market is coming to an end and the days when a few providers profited from the streaming boom during the first Corona pandemic lockdowns are likely numbered. On the stock market, the numbers came as a bit of a shock: Netflix shares lost 35 per cent the day after the quarterly presentation, having already fallen by almost two-thirds of their New Year value. However, even allowing for this factor, Netflix would have fallen well short of its own forecast of 2.5 million, with an increase of 500,000 customers in the quarter. One of the reasons was the war in Ukraine: Netflix, like many other Western companies, abandoned its Russian business in response to the Russian invasion of Ukraine, losing around 700,000 customers in the process.

In Q1, a total of around 200,000 paid subscriptions were lost, reducing the global user to 221.6 million users at the end of the quarter. US streaming pioneer Netflix reported a decline in its subscribers for the first time in more than 10 years while presenting its quarterly figures last week.

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