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Netflix Dominates Global SVOD Market, But Local Services Gain Ground: Study

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As Disney+ rolls out internationally, a new study shows local streaming services gaining a foothold among viewers, even as Netflix remains the market leader.

Netflix remains the world's global streaming champ, but national SVOD and online services are finding an audience in a rapidly growing market, according to new research from online video production group Grabyo.report, Grabyo surveyed 9,690 people across seven markets — the United States, the United Kingdom, France, Germany, Italy, Spain and Australia.

Other Hollywood giants-backed streaming platforms, including WarnerMedia's HBO Max and NBCUniversal's Peacock, are set for 2020 bows in the U.S.But the Grabyo report points to another trend in video streaming: the rise of local online players. In every territory surveyed, regional free or SVOD services, including the BBC iPlayer in the U.K. or France's Canalplay, are becoming increasingly popular with local audiences. Uptake for these local services jumped, on average, 22 percent.

of BritBox, a streaming service that bundles content from leading British broadcasters ITV and the BBC. Channel 4 and Viacom-owned Channel 5 recently have also signed deals to deliver content to the new subscription service. In Germany, Joyn, a streaming joint venture between local broadcaster ProSiebenSat.1 and Discovery, launched this summer. In France's Salto, a SVOD backed by commercial networks TF1, France Television and M6, will bow early next year.

Added Capon: "The traditional TV schedule is becoming less and less relevant for many demographic groups and with the upcoming launch of major new OTT services ... the pressure on the traditional TV model will increase. OTT enables choice, flexibility and better value for consumers, we should expect the growth of these services to continue to accelerate."

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