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 drive many of the biggest acquisition moments in streaming, but how loyal are these new subscribers who come in the door for a big game? It varies.
For Paramount+ loyalty for Super Bowl LVIII weekend Sign-ups was quite strong. The eight month survival for users who converted to or signed up as a paid subscriber for the service during the three-day window surrounding Super Bowl LVIII was almost exactly the same as that for the benchmark of Gross Adds during January 2024.
Peacock saw more variance. Using a standard benchmark cohort of all Peacock Gross Adds in Q4’23 and comparing those survival rates to the latest available for each of the programming cohorts, we see that the NFL Brazil game performed best, with a 66% two month survival rate. The Paris Olympics was lowest, with a 54% two month survival.
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.
