The study, the SVOD Platform Forecast report, says that with the roll-outs of Disney+ and Apple TV+ in November 2019 and the arrival of HBO Max starts in spring 2020 will spur the market to add 257 million subscribers between 2019 and 2025, doubling their total.

Digital TV Research expects Disney+ to be the biggest winner in the new market, taking its total to 101 million subscribers. Netflix is set to increase by 70 million subscribers, revealing, said the analyst, that there is still growth for the most established platform. However, the study notes that Netflix will only add 6 million subscribers in the US. The US will still be by far the most important single country for these platforms, but it is also the most mature. International markets are becoming increasingly significant Digital TV Research added.

The study also says that HBO Max will have 30 million paying subscribers by 2025 and if non-payers are included then this figure could be tripled. The same it says is true for Apple TV+, which Digital TV Research forecasts will have 27 million paying subscribers by 2025.

Commenting on the SVOD Platform Forecast report, Simon Murray, principal analyst at Digital TV Research, said: “Competition is intense, with several platforms ‘reclaiming’ content from others and with price wars in place. Furthermore, there are several exclusive distribution deals. Only 29% of Netflix’s subscribers will be in the US by 2025. The proportion will be as high as 80% for the younger HBO Max.”