Netflix once again tops the must keep list in 2023 for the fourth year in a row, solidifying its presence as the leading ‘Must Keep’ TV brand in the U.S., according to the 16th annual ‘Must Keep TV’ Report from Solutions Research Group (SRG).
The 2023 research is based on 1,400 interviews across the U.S. with consumers aged 12 and older and conducted in May 2023.
According to the research, ABC, CBS, Prime Video and Hulu follow Netflix as the top 5 leading brands and NBC, FOX, Disney+, ESPN and HBO Max round out this year’s top 10 list. ESPN is in the #9 position overall and the only cable channel in the Top 10.
Paramount+ and Peacock maintained their upward climb in 2023 – Paramount+ is now ranked #11 on the ‘Must Keep’ TV list (up one spot from #12), followed by Peacock in the #12 position, up from #16 last year. Other brands showing positive momentum in 2023 include CNN, Fox News, USA, Nickelodeon, FX, MTV and Telemundo. Food Network is back to its more typical rank in the Top 15, up from #20 last year.
Leading ‘FAST’ streaming brands Tubi and Pluto entered the rankings at #28 and #35, respectively. Tubi is now ahead of Apple TV+ which is ranked #30.
AMONG 18-34s, THERE ARE NOW SIX STREAMING SERVICES IN THE TOP 10: NETFLIX, HULU, PRIME VIDEO, DISNEY+, HBO MAX AND PEACOCK
Netflix maintains the #1 spot for the seventh year in a row in this young adult demo; Netflix is followed by Hulu, Amazon Prime Video, ABC And FOX. Rounding out the top 10 are Disney+, HBO Max, ESPN, CBS and Peacock in this demographic; ESPN re-entered the Top 10 among young adults after two years and Peacock climbed up seven spots from #17 last year to #10 this year.
AMONG WOMEN 25-54, NETFLIX IS #1 FOR THE FIFTH YEAR IN A ROW, FOLLOWED BY HULU, PRIME VIDEO AND ABC; IN 2023, THE TOP 10 HAS SIX STREAMERS IN THIS DEMO
Netflix, Hulu and Amazon Prime Video are the top three brands among Women 25-54, followed by ABC and CBS. Peacock bumped Paramount+ from the 10th spot to enter the rankings at #10 this year, just next to NBC in the #9 spot. Food and HGTV regained some momentum, coming in at #13 and #14, respectively. ‘FAST’ streamers were popular in this demographic, with Pluto landing in the #20 position and Tubi coming in at #26.
STREAMERS AND NETWORKS DOMINATE THE TOP 10 AMONG DIVERSE AUDIENCES
Netflix topped the charts for African-American audiences followed by Prime Video, ABC, CBS and Hulu. ‘FAST’ streamers Tubi and Pluto were significantly more popular among African-American audiences compared to the average, coming in at #17 and #18 respectively.
Within the Latinx audience, Netflix was the top streamer and ABC was the top network, just following Netflix. Telemundo and Univision came in at #8 and #13 respectively.
Netflix, ABC and CBS lead among Asian-Americans. CNN enjoys a very strong position in this group, consistently ranked in the Top 10 (#10 2021-23).
The top 5 ‘Must Keep’ brands among the LGBTQ2+ audience are all streamers: Netflix, Hulu, Disney+, Prime Video and HBO Max. ABC is the top network coming in at #6 overall, followed by CBS, Paramount+, FOX and Disney. Peacock and NBC follow in the #11 and #12 spots. Apple TV+ is also popular, landing in the #17 spot.
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 16th edition of the survey since 2007. The questions have been fielded and presented in a consistent manner each year. The 2023 research is based on online interviews with 1,400 American consumers aged 12 and older and conducted in May 2023 – 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 inclusive and is balanced by geography, gender and ethnicity, according to known universe parameters for the U.S. population. For more, contact robin@srgnet.com
