In place of our usual quarterly State of Subscriptions report, we’re ending the year with a look back at some of the top data-driven insights in the video streaming industry from 2024 and will be highlighting these here on the Antenna Insights Blog through December 20.
The NFL has long been a TV staple, and is increasingly a core part of the streaming landscape. Paramount+ and Peacock rely on NFL programming to drive much of their acquisition, and the vMVPDs (Virtual Multichannel Video Programming Distributors) that enable consumers to stream TV over the internet do, too.
YouTube TV disproportionately captures this acquisition bump. Starting with the 2023/2024 Season, NFL Sunday Ticket, a premium-priced product which targets enthusiasts with access to a broad swath of games not otherwise broadcast in their regions, moved exclusively to YouTube from DirecTV. YouTube TV subsequently grew its share of September Sign-ups YoY in 2023 to 44% (up from 33% in September 2022), and again in September 2024 to 48%.
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NFL Sunday Ticket is performing significantly stronger among YouTube TV customers than with the rest of the market. Antenna estimates that 61% of the subscriptions to Sunday Ticket come from YouTube TV customers. Given that YouTube TV subscribers make up a relatively small portion of US households, that translates to a high penetration among that audience.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.
