eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and senior analyst at Insider Intelligence Audrey Schomer discuss why Netflix's second act matters more than its first. They then talk about accessing live content on connected TV, the strategy of Apple TV+ and how many people will want NBCUniversal's Peacock now that it's available to everyone.

Business Insider Intelligence senior analyst Audrey Schomer, eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom, and vice president of content studio at Insider Intelligence Paul Verna discuss the streaming wars. How long can Netflix maintain its lead? What does the future hold for premium video-on-demand? What's the ceiling for Disney+? And what do we think of the new Apple TV+ bundle strategy?

Average daily time spent with media shot past the 10-hour mark last year, pushing media consumption to new levels in Canada.

US Apple Music listeners increased 5.2% last year, while Apple TV users rose 4.0%, per our estimates. What this means: The service revenues only reinforce what many marketers already knew: Apple itself is benefiting from its AppTrackingTransparency privacy changes last year, even as publishers and advertisers struggle with it.

We estimate there will be 18.8 million Apple TV+ viewers by the end of 2020. That figure will continue to increase year-over-year, more than doubling by the end of the forecasting period.

eMarketer senior analyst Ross Benes and forecasting analyst at Insider Intelligence Eric Haggstrom discuss the streaming wars. How significant of a player is Amazon Prime Video, really? Can HBO Max reach 50 million subscribers in five years? How should we assess Apple TV+'s first year, as well as the overall video streaming universe?

Netflix and YouTube may be the video platforms US adults are watching most, but their days at the top may be numbered. New services such as Disney+, HBO Max and Apple TV+ will fragment digital video viewing time even further. According to our first forecast on time spent watching Netflix and YouTube, both platforms will see their share of daily video time drop in the coming years.

It also does not include subscribers obtained through a free trial, such as all the Apple TV+ viewers who get the service for free for a year following their purchase of an Apple device. Antenna also does not include Amazon Prime Video subscribers in its analysis, which is the same approach we took in our subscription video revenue forecast.

What has been dubbed the “streaming wars” in many markets—especially in the US—is more like a skirmish in Canada. Despite the influx of US-based services like Disney+ and Apple TV+ in the past year, and the presence of homegrown services like Bell Media’s Crave nationally and Vidéotron’s Club Illico in Quebec, Netflix is still by far the most popular subscription OTT service in Canada.

Services with high churn rates included Showtime (10.2%), Starz (10.0%), and Apple TV+ (18.3%), per Antenna. Apple TV+’s struggle to maintain subscribers was evident when it extended its free trials twice. As of Q4 2020, nearly two-thirds of Apple TV+ subscribers were on a free trial, according to MoffettNathanson and HarrisX data cited by Variety.

., Apple TV, Google Chromecast, Roku), etc. Contextual targeting serves relevant ads based on congruence between characteristics (e.g., topic, genre, keywords, tone) of the content adjacent to the ad placement and characteristics of the ad (e.g., product, message, brand positioning).

More CTV users in the US will use Fire TV than either Apple TV (27.9 million users) or Google Chromecast (31.1 million users) this year. But there will still be more Roku users (109.7 million) and smart TV users (132.0 million) than Fire TV users. Amazon, however, is encroaching on Roku, particularly in the global market where Roku has less of a foothold.

The forecast: In 2021, US Roku monthly users will increase by 11.5%, reaching 111.7 million monthly users. With these figures, Roku maintains its position as the most-used connected TV (CTV) device in the US market, though Amazon Fire TV is catching up.

Adding to the measurement complexity is the growth of connected TV (CTV) via internet-connected devices like Apple TV, Google Chromecast, Roku, and smart TVs. Almost half (43.6%) of internet users in Canada reported owning a smart TV in H1 2020, according to a GlobalWebIndex survey. No. 4: The Future of OOH Advertising Remains Uncertain.

So far, licensing has been slow going, but in October, Apple TV+ obtained the streaming rights to the “Peanuts” holiday specials. The mix of licensed and original programs varies among streaming services. Some are simultaneously licensing out nonexclusive streaming rights of their own programs while keeping those same programs on their own platforms.