HBO Max’s rise puts Netflix under pressure
HBO Max, which started on March 8 in the Netherlands, already spent 3.2 million Dutch people in the first month, who visited the service 18.7 million times. Which pale from GfK’s online reach survey. Of HBO Max visitors, 45 percent visited the HBO service’s app site three days or more, which is most popular among the group aged 35 to 49.
“The comfortable position of Netflix will come under further pressure,” concludes GfK. HBO Max bundles movies and series from HBO, Warner Bros., DC and Cartoon Network.
Viaplay also frequently visited
Market leader Netflix received 70 million visits in our country in March. That was 99 million in January. Newcomers Viaplay and HBO Max already make up about 22 percent of the total number of visits to streaming services, according to GfK. Viaplay started on March 1 and was heavily criticized by Formula 1 fans.
The two new services will affect the removal. Compared to the first two months of this year, Netflix, Amazon Prime Video and Videoland delivered in terms of online visits. Netflix’s market share fell from 70 percent to 60 percent, Amazon Prime Video fell from 8 to 5 percent and Videoland’s from 24 to 22 percent. “It is striking that more than half of Amazon Prime Video visitors also came into contact with HBO Max online,” said GfK.
Discount promotion
Collectively, the streaming services will reach 8 million people in the Netherlands in March. That was 1 million people higher than in January. For its research, GfK only looks at visitors to sites and apps, not at the number of subscribers.
HBO Max offered Dutch people a ‘lifetime discount’ until the end of March. It was recently announced that HBO Max and Discovery+ will be merged in the future.