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.
Live sports continued to deliver as an acquisition driver for streaming in 2024. Antenna observed five programming events that drove more than 1M sign-ups in their three-day window in 2024.
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Antenna estimates that Super Bowl LVII on Paramount+, which aired in February 2024, garnered the largest number of sign-ups. Additionally, Antenna data shows the NFL AFC Wild Card Game in January 2024, Opening Weekend of the 2024 Paris Summer Olympic Games in July 2024, and the exclusive NFL Brazil game in September 2024 all served as sizable acquisition moments for Peacock.
For Netflix’s exclusive boxing match between Jake Paul and Mike Tyson, which aired live on November 15, 2024, Antenna observed 1.43M Sign-ups to the service over the three-day period.
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While many other streaming services see regular big spikes in acquisition related to particular programming moments, given its high penetration levels and its very broad programming library, Netflix has historically had a very steady rate of sign-ups, with minimal variance day-to-day. Netflix’s password crackdown in 2023 did generate a substantial increase in acquisition, but it was more of a step-change to a higher level of average daily sign-ups, which was sustained over a long period of time.
So it’s notable to observe that the Paul-Tyson fight was highly unique for Netflix, because it was both the first pronounced spike and the single largest acquisition moment for the service since Antenna started covering the subscription video sector in 2019.
It will be interesting to see how many of these subscribers Netflix retains in the coming months, and also to gauge whether Netflix’s upcoming NFL and WWE live events have a similar acquisition power.
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.
