After a steady four-year climb to the #1 position, Netflix once again tops the list in 2021, solidifying its presence as the leading ‘Must Keep’ TV brand in the U.S., according to the 14th annual ‘Must Keep TV’ Report from Solutions Research Group (SRG).
The 2021 research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in May 2021.
ABC, CBS, Prime Video and NBC follow Netflix to round out the top 5. Amazon Prime Video moves into the #4 position, moving up from #6 last year.
Hulu moves to #6, followed by FOX and Disney Plus jumps from #13 last year to #8 in 2021, while the debut entry in SRG’s ‘Must Keep’ TV for 2021, HBO Max, comes in at #9; ESPN is ranked #10 overall this year.
PEACOCK, APPLE TV+ AND PARAMOUNT+ ALL DEBUTED WITHIN THE TOP 40, GIVING STREAMING SERVICES A STRONG PRESENCE IN THIS YEAR’S RANKINGS
Peacock and Apple TV+ entered the 2021 ‘Must Keep’ TV rankings at #29 and #33 respectively, and Paramount+ enters at #37. In addition to these streamers, TV brands with momentum this year include History (#12, up three spots), HGTV (#13, up three spots), Comedy Central (#19, first time in the Top 20 since 2015), and Hallmark which has been steadily rising in the charts since 2016 and now landing in the #20 spot.
HBO Max is in the top 10 this year (#9) but preference for this new streaming option cannibalized its linear brand HBO which dropped to #25 from #12.
FOUR OF THE TOP FIVE BRANDS AMONG 18-34 ARE STREAMERS AND THREE OF THE TOP FIVE ARE DISNEY BRANDS
Netflix maintains the #1 spot for the fifth year in a row in the 18-34 young adult demo and HBO Max enters the charts at #6. Streaming services Apple TV+, Paramount+ and Peacock all debuted within the top 30 at #21, #22 and #25, respectively.
NETFLIX AND PRIME VIDEO ARE #1 AND #2 AMONG MEN 18-49; ABC IS THE LEADING BROADCAST NET WHILE ESPN REMAINS AS TOP CABLE
Netflix and Amazon Prime Video take the #1 and #2 spots followed by ABC and CBS, while Hulu moves to #5 securing a strong streamer presence for Men 18-49.
HBO Max enters the ‘Must Keep’ TV rankings for Men 18-49 at #7 just below FOX, followed by ESPN and NBC; Disney Plus moves into the #10 spot, up from #18. Other new entries Apple TV+, Paramount+ and Peacock enter the rankings at #21, #22 and #25, respectively.
NETFLIX, PRIME VIDEO AND HULU OCCUPY THE TOP 3 SPOTS AMONG WOMEN 25-54, FOLLOWED BY ABC AND CBS
Streamers dominate the top 3 spots for Women 25-54, with Netflix ranked #1 for the third year in a row, Amazon Prime Video now at #2 and Hulu following in the #3 spot, followed by ABC and CBS.
Disney Plus now ranks #6 followed by NBC, FOX, with HBO Max debuting in the #9 spot and HGTV comes in at #10 spot, just ahead of Food Network.
7 OUT OF 10 TOP BRANDS FOR AFRICAN AMERICANS ARE LINEAR CHANNEL BRANDS
For the second year in a row Netflix topped the charts for African-American audiences followed by ABC and Amazon Prime Video. CBS, NBC, CNN, ESPN, BET, FOX and Hulu round out the Top 10.
Within the Latinx audience, Netflix stays at #1 for the fourth year in a row, followed by Amazon Prime Video, followed by ABC, Hulu, CBS, Disney Plus, HBO Max, FOX, Telemundo and NBC.
THE BIG 4 NETWORKS STILL ‘MUST KEEP’ TV FOR TWO-IN-THREE
In 2021, on a total 12+ population basis, 62% of those interviewed included at least one of the big four networks (one or more of ABC, CBS, NBC, FOX) on their ‘must keep’ channel list. While that is still two-thirds majority, it represents a 15-point drop from 77% who included at least one of these four on their lists in 2011, ten years ago.
The top four streamers – Netflix, Hulu, Amazon Prime Video and Disney Plus are must keep for 65% of those interviewed in 2021, slightly ahead of the big four broadcast nets at 62% as noted above. The only demographic group where the broadcast networks have a strong advantage is the 50+ age group where 78% identify at least one of the broadcast nets as a ‘Must Keep’ vs. 47% saying the same for one of the top four streamers.
Technical: ‘Must Keep TV’ is an independent syndicated brand tracking survey conducted by Solutions Research Group (SRG) among a representative sample of American consumers. This is the 14th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year. The 2021 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in May 2021 – the sample captures and represents all major population segments. Respondents are shown a list of 83 broadcast, cable and high-penetration streaming brands and are asked to identify which ones would be on their ‘must keep TV’ list if they had to choose a limited number. Sample design is balanced by geography, gender and ethnicity, including African-American and English-speaking Latinx according to known universe parameters.
For more information, please contact Robin Dryburgh (robin@srgnet.com)
