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Peacock Tops Ad-Supported Usage as Percentage of Service Streamers

As the subscription streaming VOD market embraces advertising, new data from Hub Entertainment Research finds that NBCUniversal’s Peacock streaming platform has the highest percentage of ad-supported users.

The data, based on an online survey of 1,600 respondents, age 16-74, in April published by eMarketer, found that just 20% of Peacock users pay the $9.99 monthly fee for no advertising when accessing programming. That compared with 73% who prefer to pay $4.99 monthly to watch ads. Another 8% of respondents weren’t sure what option they use.

Peacock ended the first quarter with 13 million paid subs and 28 million monthly active accounts.

On the flip-side, 67% of HBO Max subs pay $14.99 monthly to avoid ads, while 28% pay $9.99 to watch ads, and 5% don’t know. HBO and HBO Max reached 48.6 million domestic subs through March 31, up 1.8 million from 46.8 million at the end of 2021.

The data comes as Netflix and Disney+ plan to roll out a less-expensive ad-supported subscription tier later this year. Netflix, which lost 200,000 net subs in he most-recent fiscal quarter, has projected a loss of 2 million net subs in the current quarter ending June 30. The streaming behemoth is working with third-party platforms to accommodate ad sales.

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