SVOD: Analysis Looks at Race Between Amazon, Hulu, Netflix

According to a Piper Jaffray report, Netflix remains ahead of Amazon’s Prime Instant Video in terms of licensing content, offering more top 50 movies and top 75 TV shows in recent years. Amazon has been heavily investing in exclusives and original content to increase its offerings. Meanwhile, Hulu delivers almost three times the number of top-rated shows as Netflix. Of the top 75 TV series from the 2013-2014 season, Hulu Plus has 57 percent, Netflix offers 20 percent and Amazon 9 percent.

videostreamThe report was based on annual box office revenue for films and full season ratings for TV shows from Nielsen (excluding sports).

“Relative to Amazon… Netflix is still leading by a wide margin,” wrote Michael Olson, Piper Jaffray senior research analyst. “While definitely a competitor, we view Hulu as increasingly less of a direct threat as Netflix focuses on original content.”

“There’s no question that Netflix, by stocking more hit shows and movies, would to some degree appeal to a wider base of consumers than Amazon’s service,” reports Variety. “But Netflix hasn’t decisively won the SVOD war: Amazon remains aggressive in looking for exclusive TV licensing deals to expand its 40,000-plus title Prime Instant Video service.”

“Amazon and Netflix have been duking it for exclusive content deals, including original series, to draw in users,” adds The Wall Street Journal. “And the battle for streaming video primacy took on new urgency with the recent rollout of Amazon’s set-top box and its forthcoming Fire smartphone.”