Black Friday, the de facto start of the holiday shopping season in the U.S., is a big deal for streaming video. In anticipation of Black Friday 2024, we’re taking a look back to see how streaming services have taken advantage of this bargain hunting moment to acquire new (and in some cases, returning) customers.
Antenna has observed an increase in the number of consumers taking advantage of holiday-specific promotional pricing. Among the Premium SVOD services that offered Black Friday promotions in 2023, there were some 6.9M Sign-ups, an increase of +81.5% over the 3.8M Black Friday Sign-ups in 2022.
Antenna estimates that Paramount+ alone saw 1.8M Sign-ups, roughly 26% of all Premium SVOD Sign-ups via Black Friday 2023 promotions, and a +157.1% increase from the approximately 700K promotional sign-ups in 2022. Antenna observed 1.7M Black Friday 2023 sign-ups to Hulu, up +112.5% from roughly 800K in 2022.
Of course, Premium SVOD services aren’t the only streamers with Black Friday promotional strategies. Within Amazon Channels, which is an important distribution platform for Specialty SVOD services, for Black Friday 2023 Antenna observed more than 1.7M individuals sign up for promotions across 14 different services. That’s an increase of more than +20% from the 1.4M sign-ups and +27% from the 11 services that offered Black Friday promotions via Amazon Channels in 2022.
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.
