Three months into Disney+’s AVOD launch, Antenna analyzed the early traction for that product and provided an update on Netflix’s progress in the same segment.
According to a new report from Antenna, 9% of Netflix sign-ups in the United States in November were to the “Basic with ads” plan, making it the least popular of their plan options.
Antenna examined its demographic data based on plan type and discovered that AVOD subscribers are not all that different from their counterparts who opt for an ad-free plan.
Subscriber growth rate across premium SVOD for the second quarter of 2022 was the lowest in the 22 quarters for which Antenna has data. It was also the lowest in absolute volume of net subscriber adds since the third quarter of 2018.
In the first quarter, premium SVOD services saw an over 35% increase over the fourth quarter in new subscribers who had canceled Netflix in the past month, Antenna revealed in its latest report.