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Streaming Study and HBO Max Launch

Our 2020 Streaming Vulnerability Study builds on our 2014, 2016, and 2018 Cable Vulnerability Studies and 2019 and 2020 Streaming Vulnerability Studies.

It provides a focused look at US consumers who subscribe to paid video streaming services and their projected moves to new services based on the content they are loyal to and their experiences across various platforms, while also examining the projected impact of HBO Max on the streaming ecosystem.

Key Questions

  • Which streaming services are the winners and losers
    in the upcoming ‘Streaming Wars’?
  • What are the drivers of adding or removing streaming
  • How does perceived total payment for services
  • What content causes consumers to subscribe to a
    service or cancel depending on when or what is being
    offered to them?


  • Online survey of 1,500 US consumers
  • Fielded between May 20 -23, 2020
  • The study is representative of the US market
  • Brands included in the study were: HBO Max, Netflix, Hulu, Amazon Prime, HBO Now, Disney+, AppleTV+, CBS All Access, Sling TV, FuboTV, ESPN+, and Peacock from NBC

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