Distribution channels play an important role in streaming. Beyond direct distribution, in which consumers sign-up for their preferred service and manage plans and payment directly with the streamer, many services are available through third-party distributors. These distributors, including Amazon, Roku, and YouTube, and others, provide streamers with opportunities to reach a wider audience of potential customers.
In October 2024, Amazon Channels started distributing Apple TV+, making it the first time the service was available through a third-party since its launch in November 2019. Antenna observed a sharp increase in acquisition for Apple TV+, fueled by 1.5M total Sign-ups via Amazon Channels in Q4’24. In December 2024 an estimated 25% of all sign-ups observed by Antenna were generated via Amazon Channels.
73% of the individuals who joined via Amazon Channels were users who had not previously been a subscriber to Apple TV+. In comparison, in the same period just 48% of Apple TV+ Sign-ups via iTunes came from new users.
Very few existing Apple TV+ subscribers switched their distributor to Amazon Channels. Antenna observed 2.8M Apple TV+ Cancels via iTunes between September and October 2024, with just 47K (or 1.7%) subscribing to Apple TV+ via Amazon Channels in the calendar month following the initial cancellation.
The insights cited in this post are featured in Antenna’s Q1’25 State of Subscriptions Report. If you’re interested in downloading your own copy of the full report, you can sign-up to access it automatically here. If you’re already on our distribution list, check your email - we sent out a download link upon publication to everyone who has opted-in to receive communication from Antenna. If you’re an existing Antenna client, you have exclusive access to a client-only expanded version of the Q1’25 State of Subscriptions report! If you haven’t already received your copy, reach out to your Antenna contact.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
