June 30, 2022
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.