Recent Antenna data shows that growth in the Premium SVOD category continued to moderate in the first quarter of 2024. Overall, there were 45.5M Gross Additions and 41.3M Cancels to Premium SVOD services in Q1’24, resulting in 4.1M Net Additions.
As Antenna has previously written about here on the Insights Blog, live sports continue to be an important driver for subscriber acquisition. In Q1’24, Antenna observed Paramount+ had 19% of Premium SVOD Gross Additions for the quarter, an increase of +2pts compared to Q4’23. Peacock had 18% of Gross Additions, an increase of +1pt compared to the previous quarter. Paramount+ and Peacock both had significant NFL-based acquisition moments during Q1’24. These same two services also saw an uptick in share of Gross Additions in Q3’23 when the 2023/2024 NFL Season began.
AppleTV+ and Netflix also saw increases in share of Gross Additions over the previous quarter of +1pt to 8% and +2pts to 14%, respectively. All other services either remained flat or saw modest declines in market share of QoQ Gross Additions.
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.
