Observed Signal · Jul 29, 2026 · Technical Release · Source: State of Streaming · Impact: 2/5 · Sentiment: Positive
CTV Market: USPI Adds Popularity Score; Owning Content Wins
State of Streaming updated its Unified Streaming Power Index (USPI) in August by adding a new Popularity Score vector, developed with Reelgood, that ranks streaming services by consumer interest across their full catalogs. The Popularity Score averages how often a service's titles appear in the national Top 100 each day over a month, creating a forward-looking index aimed at projecting where audience attention is headed. The USPI separates services into 'owners' (catalog-first platforms like Netflix, Prime Video, HBO Max) and 'renters' (wrappers/resellers like Philo, Fubo, Roku Premium) to signal stability risks tied to content ownership. The August edition argues that services reselling third-party content can post strong short-term numbers but are vulnerable to carriage changes, while owners show more durable demand signals.
A new forward-looking popularity metric for streaming provides a directional demand signal relevant to media buyers and sellers, but it is a publisher-driven measurement update rather than a platform-level policy or major technical standard change.
Wichtigste Kernpunkte & Evidenz
- The Unified Streaming Power Index (USPI) added a new Popularity Score metric for August.
- The Popularity Score was built in partnership with Reelgood and averages daily Top 100 presence per title over a month.
- Philo and Fubo scored highly in August despite not owning the content driving demand.
- USPI classifies services as 'owners' (e.g., Netflix, Prime Video, HBO Max, Hulu, Disney+, Apple TV) or 'renters' (e.g., Philo, Fubo, Roku Premium), with different stability implications.
- YouTube TV was notably absent from the first Popularity Score index but is expected in a future edition.
Verknüpfte Unternehmen
14 verknüpfte UnternehmenSTARZ
Premium-SVOD- und Over-the-Top-Plattform für exklusive Originalserien und lizenzierte Spielfilme im Direct-to-Consumer- und B2B2C-Segment.
“Roku's Premium Subscriptions tier bundles Paramount+, AMC+, STARZ, and MGM+ under Roku's own billing — none of it Roku's content....”
Netflix
Streaming-Plattform mit Einnahmen aus Abonnements und digitaler Werbung.
“Owners hold the position everyone assumes: real catalogs, real depth, no wrapper risk. Their scores only move when their own content demand ...”
Disney+
Globale Streaming-Plattform für Film- und TV-Inhalte im Besitz von Disney.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Peacock
Hybride Premium-Streaming-Plattform, die Reichweitenaggregation über abonnement- und werbebasierte Erlösströme sowie programmatische Premium-Inventar-Monetarisierung realisiert.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Philo
Philo ist eine kosteneffiziente Live-TV-Streaming-Plattform mit integriertem CTV-Werbeinventar für zielgerichtete Kampagnen.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Hulu
Streaming-Plattform, die Abonnements, Live-TV und Premium-Werbung kombiniert.
“Owners built what they're selling — Netflix, Prime Video, HBO Max, Hulu, Paramount+, Peacock, Apple TV, Disney+, and the rest of the catalog...”
Apple
Globaler Technologiekonzern mit integriertem Betriebssystem-Ökosystem, proprietärer Consumer-Hardware und einem hochskalierbaren First-Party-Advertising- und Services-Netzwerk.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Max
Premium subscription and ad-supported streaming service from Warner Bros. Discovery.
“Back in Q1, HBO Max posted a perfect 'content heat' score. In reality, two shows were carrying that entire number — see for yourself in the ...”
YouTube
Videoplattform, die Zielgruppen über Werbeanzeigen, Abonnements und Creator-Tools monetarisiert.
“Notably absent from this first index: YouTube TV, the largest live-TV wrapper in the market....”
Reelgood
Streaming-Metadaten und Verfügbarkeits-Intelligence für Medienunternehmen und Content-Distributoren.
“Starting today, the Unified Streaming Power Index adds a new vector built with Reelgood: the USPI Popularity Score....”
Prime Video
Hybride Streaming-Plattform mit Abonnements, Leih- und Kaufoptionen, Channels und Videowerbung.
“Owners built what they're selling — Netflix, Prime Video, HBO Max, Hulu, Paramount+, Peacock, Apple TV, Disney+, and the rest of the catalog...”
fuboTV
Ein sportfokussierter Live-TV-Streaming-Anbieter, der sich durch Abonnements und CTV-Werbeeinnahmen finanziert.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Paramount+
Hybride Video-Streaming-Plattform mit kombinierten Einnahmen aus Abonnements und digitaler Werbung.
“Philo and Fubo beat Paramount+, Peacock, Disney+, and Apple TV this month on content neither of them owns....”
Roku
Eine führende Connected-TV-Plattform, die Streaming, Digitalwerbung und App-Distribution nahtlos miteinander verbindet.
“Roku's Premium Subscriptions tier bundles Paramount+, AMC+, STARZ, and MGM+ under Roku's own billing — none of it Roku's content....”
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