Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Streaming service competition heats up amid inflation and economic volatility

Rising costs and economic uncertainty are contributing to a reconsideration of streaming’s future. Streaming services are under pressure to attract consumers and retain them, all while inching toward profitability. As the category’s leader, these pressures affect Netflix acutely. Its recent stumbles open the door for competing players to attract viewers to emerging services. 

Short-Term Changes

  • Netflix will look to restrict free viewers as its subscriber numbers fall, but it’ll face headwinds in doing so. Netflix wants to crack down on password sharing among subscribers by charging more for those who share a password outside their household. But we don’t expect account sharing blockages to immediately crank up—or to stay there. Netflix is likely to encounter resistance from users: 45% of US Netflix users said they're “very likely” to cancel their subscription if Netflix begins charging extra for account sharing, per a March 2022 CivicScience survey. 
  • Netflix will explore new business opportunities beyond streaming subscriptions. The company will continue to build a video game business; it has tried syndicating shows and theatrical releases for some of its content, and it will explore alternative revenue streams as a way to supplement subscription revenues.

Long-Term Changes

  • Streaming competition will escalate. Consumers have become overwhelmed by the growing number of streaming options. Just three years ago, less than 1 in 3 (32%) US paid video subscribers paid for three or more services, per Nielsen. Now, that figure is 58%. Consumers feeling the pinch from inflation are likely to take a hard look at which services they will stick with.
  • Netflix is set to include advertising. After resisting ads for years, Netflix will adopt advertising under intense pressure to grow revenues amid its subscriber slowdown. To give a sense of this business’ potential, we forecast that Netflix will reach 658.0 million viewers worldwide in 2022, but we will revise this forecast downward in Q3. Across streamers, consumers pay extra to avoid ads. We expect Netflix’s ad tier to be discounted, providing further justification for others to charge premiums for ad-free plans.