Netflix is on fire and the launch of HBO Now has had no impact on the growth of Netflix. According to new analyst data, Netflix is dominating the mobile video streaming by a huge margin.
Netflix appears unstoppable in 2015. The video streaming pioneer struggled a couple years ago, but now it is the undisputed leading video streaming company. Since Netflix went public in 2002 the stock rose over 4,100%. Last week Netflix announced a 7-to-1 stock split to make the stock (Nasdaq:NFLX - $656.94, June 30) more affordable to a wider spectrum of investors.
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New data from app analytics firm Sensor Tower shows very clearly how dominant Netflix is. In the past three month (April 1 to June 29) the Netflix app has been downloaded over 10 million times. When HBO Now launched in April, its app only briefly could get close to the daily download numbers of the Netflix app. While the downloads of the HBO Now app dropped off considerably, the Netflix daily download numbers kept increasing in May and June.
HBO Now reached close to 2 million downloads of their app since launch, establishing HBO Now as the second most popular mobile video streaming app followed by Hulu Plus and Sling TV. Sling TV is far behind the top 4 video streaming apps only reaching 116,000 downloads over the last three months.
HBO Now has not turned out to be a Netflix killer. It's premium content at double the price of a Netflix subscription has apparently a much smaller target market than Netflix. Netflix has according to the latest numbers over 62 million subscribers in over 50 countries. Over 40 million Americans subscribe to Netflix, making the United States still Netflix's largest market by a huge margin.
Sensor Tower's analytics (site) is based on over 75,000 apps connected to their App Store Optimization platform. The Estimated App Worth algorithm takes that data delivering accurate estimates of revenue and downloads for any app in the app store.
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The firms proprietary algorithm takes into account many different factors including user numbers (on a per country basis, app market value), revenue rankings in each country (normalized by country and category), user reviews on a per country basis, app category, recent user growth compared to historical growth, and more.
The Sensor Tower model captures the transaction handled by Apple App Store and Google Play, which are In-App Purchases (IAP) and the price of Paid Apps, other revenues like sponsors, advertisement or Amazon App store are not included. The results of revenue analysis are showing the net revenue, which is after the 30% cut of the app stores, so the publicly published figures may be higher.