The streaming service attracted 17% of all new VOD subscriptions in the US in the three months ended in September. Hulu showed massive growth at 10%. Apple TV, however, performed poorly at 4.9%.
According to a streaming service report released by Kantar, Comcast’s Peacock added more new subscribers than any other streaming VOD services during the third quarter.“Q3 saw the full launch of NBC’s offering Peacock and it has strutted straight to #1 spot in a share of new VOD subs," said Dominic Sunnebo, senior VP of Kantar, Worldpanel Division. "Peacock hit the market with several compelling price options, including offering Peacock Premium at no extra cost to certain Xfinity customer plans."
According to the researcher, Peacock captured more than 17% of all new VOD subscriptions in the US in the three months ended in September, which contrasted WarnerMedia’s HBO Max's circumstance. The service, which launched several weeks before Peacock in late-May, captured 11.3% of new US SVOD subs. Hulu has shown massive growth of 10% for three consecutive quarters. Hulu has also continued to benefit from the bundle offer of it, with Disney+ and ESPN+ for US$12.99 per month.
Value for money was the leading drive for Peacock subscriptions, ahead of anything content-related, cited by 25% of new sign-ups. The consumer experience the service offers was also ranked high, with a Net Promoter Score of +9, dropping to +1 for users of Peacock’s free tier. By contrast, Netflix has an NPS of +51. Netflix dominated the list of most enjoyed content over the quarter with Lucifer, Ozark, and The Umbrella Academy all making it into the top 5 titles during the quarter. Despite the share of new subscribers falling to 8.3%, Netflix churn rate remained low at just 4.1% quarter-on-quarter, meaning overall subscriber numbers were essentially flat.
Amazon Prime has continued to perform strongly with 16% of sign-ups in the quarter, though this is down from 23% in Q2. Amazon’s all-encompassing Prime subscription, which also includes free expedited shipping from its eCommerce platform and several other perks, is now paid-for by 54.5% of all US households.
AppleTV+'s performance wasn't the highest, at 4.9%, though overall subscriber numbers continue to edge up. Subscriber's plans to cancel the service is higher than the industry average. Among those who plan to cancel, 26% state they are not prepared to pay once their free trial is over.
Q3 saw the full launch of NBC’s offering Peacock and it has strutted straight to #1 spot in a share of new VOD subs. Peacock hit the market with several compelling price options, including offering Peacock Premium at no extra cost to certain Xfinity customer plans.” Dominic Sunnebo Senior VP, Kantar, Worldpanel Division