Gracenote Report Quantifies Cast Member Inclusiveness Across Streaming and Linear

Hulu is the most inclusive in terms of Asian American Pacific Islander cast members, Disney+ leads among streaming platforms and linear networks in terms of Hispanic inclusivity, and Paramount+ and CBS are roughly even on LGBTQ representation, according to a new report from Gracenote, the content data business unit of Nielsen.

The report, tapping Gracenote Inclusion Analytics data, quantifies the visibility of different racial, ethnic, gender and disability groups among primary cast in new 2024 TV programming on major streaming platforms and linear channels.

Gracenote “share of cast” data quantifies cast representation among the top-10 lead cast members of programs across a range of dimensions and intersectional groups. Findings from the report include:

  • Hulu is the most inclusive in terms of Asian American Pacific Islanders with 32.2% AAPI share of cast
  • Disney+ leads among streaming platforms and linear networks in terms of Hispanic inclusivity with 31.2% share of cast
  • NBC is tops among linear networks and streaming platforms for Black inclusivity with 30% share of cast
  • Paramount+ and CBS are roughly even on LGBTQ representation with 9.2% and 9% share of cast, respectively
  • Fox leads among linear networks and streaming platforms for disabled inclusivity with 11.3% share of cast


Focusing on Black, Indigenous and People of Color (BIPOC) characters, 68.5% of this year’s premiering TV content overall qualifies as inclusive, according to Gracenote data. For streaming programming, the presence of BIPOC characters jumps to 75.3%. 

“The Gracenote report captures useful data and insights that can be applied across strategic planning, media buying and activation, reporting and analytics,” Jennifer Garcia, SVP, data science and research at Publicis Media, said in a statement. “From providing deeper insights on consumer media habits to helping us understand talent across the entire content value chain to providing additional opportunities for diverse content/creative investment where supply and inventory challenges exist, this report provides a robust overview of optimizing diverse ad spending in TV.”

“The diverse make-up of primary cast in the new crop of 2024 TV programming holds the potential to help brands to make authentic connections with diverse audiences,” said Halleh Kianfar, VP of product at Gracenote, said in a statement. “Gracenote Inclusion Analytics empowers media buyers to understand these opportunities clearly so they can make data-driven investment decisions on behalf of their clients and increase the inclusivity of their ad spending more broadly.”

Gracenote Inclusion Analytics taps the company’s content metadata to shed light on the gender, race, ethnicity, sexual orientation and disability of talent appearing in popular TV programming. The solution empowers media buyers with critical information around on-screen diversity and representation to enable more inclusive advertising investments, according to Gracenote.

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Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to leading creators, distributors and platforms.

Click here to download the full report.

BB Media: Max Expansion in Europe Among Streaming Developments in May

Max’s expansion in Europe is among the many developments in the streaming arena in the past month, according to a BB Media report.

In the United States, New York arthouse distributor Kino Lorber launched a standalone subscription streaming service for its Amazon channel, Kino Film Collection, during the Cannes film festival. The service, available for $5.99 a month, will feature hundreds of titles, including works by Yorgos Lanthimos, Jia Zhangke, and Ken Loach. ViX has launched its new ad-supported subscription tier, “Premium with Ads,” in the United States for $4.99 per month. The tier offers more than 17,000 hours of premium content and live sports with limited ads, plus more than 70,000 hours from the free tier. ViX is available on major mobile platforms, connected TV devices, and the web in the United States, Mexico, and most of Spanish-speaking Latin America. Meanwhile, the joint venture of Disney/ESPN, Fox Corp., and Warner Bros. Discovery has named its sports streaming bundle “Venu Sports,” set to launch in fall 2024. Venu Sports will be a one-stop platform for live sports, targeting fans outside the traditional pay TV ecosystem. The service, combining ESPN+ and various sports networks, will be available via a new app, with optional bundles including Disney+, Hulu, or Max. The launch is pending regulatory approval.

In Europe, Max, Warner Bros Discovery’s streaming service, debuted on May 21 in 27 European countries and subsequently extended its availability to France, Poland, and the Netherlands on June 11. Belgium received early access on that date, with a full launch scheduled for July 1. The service offers three plans: the Basic with Ads plan (available in select countries), the ad-free Standard Plan, and the Premium Plan, including a Sports Add-On. In Italy, the Swiss telecom operator Swisscom announced plans to acquire Vodafone Italia for 8 billion (EUR), merging it with its existing unit, Fastweb. The acquisition has been unconditionally approved by the Italian government under the Golden Power legislation. The deal is expected to close in Q1 2025, pending further regulatory approvals. In Spain, GolStadium has been relaunched as a multisports platform. It offers football, tennis, padel, and other sports, with rights to LaLiga, World Padel Tour, and FIFA World Cup Qualifiers. The platform includes live programming from GOL PLAY and is accessible via mobile, tablet, computer, and smart TVs. The relaunch aims to adapt to new digital consumption trends, with additional subscription-based content available.

In Latin America, Mexican media company TV Azteca, owned by Grupo Salinas, is launching a new sports streaming platform, Azteca Deportes Nitro, in Mexico and Central America. Set to go live in June, the platform will feature the Azteca Deportes Network channel, a VOD catalog, and exclusive content. The annual subscription will cost 99.99 MXN (approximately 6 USD). Meanwhile, Sony Pictures Television and Prime Video have announced an agreement to launch Sony One through the Channels section on the Prime Video platform in Mexico, Brazil, Chile, and Colombia. Featuring Sony Pictures Entertainment’s catalog, subscription costs are 14.9 BRL (2.9 USD) in Brazil and 9,900 COP (2.5 USD) in Colombia.

In Australia, Austrian public service broadcaster ORF launched its new streaming platform, ORF ON, on May 22, replacing ORF-TVthek. Available on the web and as an app for smart TVs, smartphones, and tablets, ORF ON offers live streams of all ORF TV channels and on-demand content. Most programs are accessible for six months, with selected shows available up to 24 hours before TV broadcast. Also, Prime Video in Australia will introduce advertisements starting July 2. The current 9.99 AU monthly fee will remain, with an ad-free option available for an extra 2.99 AU per month. This change aims to support continued content investment. Additionally, a free trial of select BritBox content will be available until June 17.

In South Africa, BritBox will shut down in August 2024, three years after its launch. The decision aligns with the company’s shift in focus to more established markets. BritBox, run by BBC Studios and ITV, had already stopped offering annual subscriptions, transitioning users to monthly billing at 99.99 R. 

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Globally, South Korea’s SOOP, a new live streaming platform launched on June 5 will feature exclusive esports content, partnerships with game publishers, advanced streaming technology, virtual avatar creation, and real-time translation, available in English, Thai, and Chinese. Also, after 21 years, Rooster Teeth ceased its operations. The site and apps were shut down on May 15. Meanwhile, Filmocracy, a streaming site for virtual film festivals, is shutting down after six years. CEO Paul Jun announced the closure, citing the industry’s lack of support for innovation and the challenging, fragmented nature of the film world. Despite plans to implement an equity crowdfunding model, the platform couldn’t sustain its business. And WBSC Europe launched its new streaming service This platform will broadcast more than 700 games annually, including major baseball, softball, and baseball5 events, with tournament passes starting at 14.99 EUR.

Hub Research: Bundles Are Back With Consumer Subscription Fatigue

Bundling of streaming services is on the rise as consumers face subscription fatigue, according to research from Hub Intel.

“Platforms once committed to an ‘all or nothing’ battle to beat Netflix are now once again licensing their exclusives to the streaming first-mover,” Hub Intel’s Jon Giegengack wrote. “Streaming rivals such as WBD and Disney are banding together voluntarily to attract and keep more subscribers. And cable companies — the original TV bundlers — are offering bundles of the same streaming platforms they once considered an existential threat.”

One of the reasons it consumers have subscription fatigue, Hub’s biannual study on bundling, the “Battle Royale,” found.

Across all categories — premium video, social video, gaming, music, podcasts, digital reading — the average consumer uses 13 different sources of entertainment, according to the Hub survey. A whopping 59% of respondents said they would pay for an app or service that lets them manage and use all their subscriptions in one place — even if that service didn’t include any content of its own.

Of those 13 sources, only about 50% are premium video. And among young people, premium video sources make up less than 50% of their entertainment ecosystem.

The “most wanted” bundles go beyond video — and even beyond entertainment. In the April survey, respondents completed a “build your own bundle” exercise to find out which content and services they would combine if given the chance. First, Hub showed consumers a list of 16 potential bundle “ingredients” — everything from streaming subscriptions to high-speed internet to news aggregators, and even hardware subscriptions (such as a game console or smart TV). Then we asked them to choose any five of those 16 to build their “ideal” bundle. Their choices ran the gamut of content and providers, and Hub found 71% included high-speed internet in their bundle, the most-requested ingredient of all 16 items; 65% included Netflix, the only SVOD subscription to appear in the top five; and an MVPD/vMVPD network bundle with live TV made the top five (40%),  but more people chose mobile phone service (52%) or a streaming music subscription (43%).

Bundles that simplify consumers’ subscriptions across different kinds of content are more compelling than those that only include streaming platforms, Hub found.

In the survey, respondents rated every subscription they use as either “must-have” (“something my household can’t do without”) or “nice to have” (“I might miss it, but can do without”). Prime members who used gaming and/or music content as well as video were far more likely to say Prime entertainment content was a “must have.”

There’s a huge opportunity for bundles to meet the needs of a specific group, Hub found, as evidenced by the results for Gen Z men.

Like consumers in general, they’re most likely to bundle Netflix, internet, music, and phone. But nearly half (44%) included a gaming subscription in their bundle. For Gen Z men, gaming was more important than Hulu (40%), Disney+ (35%), or Max (26%). Close to a third included a game console lease/subscription (31%) vs. a fifth who selected an MVPD/vMVPD live TV package (21%). 

Max Series ‘Hacks’ Tops Weekly Whip U.S. Streaming Originals Chart

Max’s series “Hacks” topped the Whip Media chart of streaming originals among U.S. consumers for the week ended June 2.

The comedy-drama, starring Jean Smart, rose from the third spot on the chart the previous week. The series, season three of which started streaming on Max May 2, follows a legendary Las Vegas stand-up comedian who is trying to update her act with the help of a young writer.

Remaining at No. 2 on the chart was “Star Trek: Discovery,” season five of which started streaming on Paramount+ April 4 and wrapped up May 30. The seventh series in the franchise follows the crew of the starship Discovery.

Rising four spots to No. 3 on the chart was “Evil,” season four of which started streaming on Paramount+ May 23. The series follows a psychologist working with the Catholic church to investigate purported supernational events.

Falling from the top spot to No. 4 on the chart was Netflix’s “Bridgerton.” Season three of the Shondaland romance period piece based on the books began streaming May 16.

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Falling from No. 4 to No. 5 on the chart was “Under the Bridge,” which premiered on Hulu on April 17. It’s a true crime drama based on the book about teenagers accused of murder.

TV Time, a Whip Media company, is a free TV and movie viewership tracking app with more than 25 million global users. The streaming originals chart rankings are determined by streaming original TV series with the greatest share of views in the given week, among a balanced panel of U.S. users of the TV Time app.

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Top Streaming Originals Among U.S. Consumers for the Week Ended June 2:

  1. “Hacks” (2021) — Max
  2. “Star Trek: Discovery” — Paramount+
  3. “Evil” — Paramount+
  4. “Bridgerton” — Netflix
  5. “Under the Bridge” — Hulu
  6. “Dark Matter” (2024) — Apple TV+
  7. “Loot” — Apple TV+
  8. “The Kardashians” — Hulu
  9. “Pretty Little Liars” (2022) — Max
  10. “RuPaul’s Drag Race All Stars” — Paramount+

‘Godzilla x Kong’ Tops Weekly Fandango at Home Chart Through May 19

Warner Bros. Pictures’ and Legendary Pictures’ Godzilla x Kong: The New Empire topped the chart of the 10 most-popular films on Fandango’s transactional digital service Fandango at Home (previously Vudu) for the week ended May 19.

The action film, which became available for premium digital purchase and rental May 14, follows up on the showdown of Godzilla versus Kong, pitting the almighty Kong and the fearsome Godzilla against a colossal undiscovered threat hidden within our world, challenging their very existence — and our own. The epic delves further into the histories of the Titans, their origins, and the mysteries of Skull Island and beyond, while uncovering the mythic battle that helped forge the extraordinary beings and tied them to humanity forever. Meanwhile, Monsterverse fans looking for more Godzilla action landed the Godzilla v Kong 5-Film Collection ($59.99) at No. 4.

Falling from the top spot to No. 2 on the chart was Sony Pictures’ Ghostbusters: Frozen Empire, the fifth film in the “Ghostbusters” franchise, the fourth set in the continuity stemming from 1984’s original Ghostbusters, and a sequel to 2021’s Ghostbusters: Afterlife. The film finds the team back in business in New York City and facing off against a fear demon that leaves its victims frozen solid. It became available for premium digital rental and sale May 7.

Remaining at No. 3 on the chart was The Ministry of Ungentlemanly Warfare, available for premium digital rental and sale starting May 10 from Lionsgate. The Guy Ritchie-directed film, based on the book The Ministry of Ungentlemanly Warfare: How Churchill’s Secret Warriors Set Europe Ablaze and Gave Birth to Modern Black Ops by Damien Lewis, tells the story of the first-ever special forces organization formed during WWII. The team inspired author Ian Fleming to create the James Bond spy novels.

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Falling from No. 2 to No. 5 on the chart was Universal Pictures’ horror thriller Abigail, which became available for premium digital rental and sale beginning May 7. Based on the 1936 movie Dracula’s Daughter, the vampire tale follows a heist team that is hired by a mysterious fixer to kidnap the daughter of a powerful underworld figure. They must guard the 12-year-old ballerina for one night to net a $50 million ransom. As the captors start to dwindle one by one, they discover to their mounting terror that they’re locked inside an isolated mansion with no ordinary little girl.

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Fandango at Home’s top 10 titles for the week ended May 19, in terms of revenue, were: 

  1. Godzilla x Kong: The New Empire
  2. Ghostbusters: Frozen Empire
  3. The Ministry of Ungentlemanly Warfare
  4. Godzilla vs Kong 5-Film Collection (Bundle)
  5. Abigail
  6. Dune: Part Two
  7. Sting
  8. Challengers
  9. Kung Fu Panda 4
  10. Action Royale 3 Film Collection (Bundle)

Hub Research: Netflix Figures Into Consumers’ ‘Ideal’ Bundle

Consumers’ “ideal” bundle includes more than just video, but Netflix beats other SVOD platforms in figuring into that mix.

That’s according to Hub’s twice a year “Battle Royale” survey, which explores consumers’ entertainment choices and behavior across categories: premium video, social video, gaming, music, reading, podcasts and more. The latest wave of the study revealed new information about consumers’ taste for bundles, and the companies that are best positioned to offer them.

In the survey, respondents saw a list of 16 items and were asked to choose five to build an “ideal” bundle. The list included SVODs, MVPD/VMVPD network packages, streaming music and gaming subscriptions, and non-entertainment items such as mobile phone or home internet. Only two of the five most chosen items were video-related.

In the survey, 71% of respondents included high-speed internet in their bundle, and 52% chose a mobile phone plan. (Another 40% chose a live TV bundle, forming a new iteration of cable’s “triple play.”) Meanwhile, 65% chose Netflix — the only streaming platform to make it into the top five, and 43% chose a streaming music subscription. Respondents were more likely to choose streaming music for their bundle than major streaming platforms such as Hulu, Disney+ and Max.

Hub also showed respondents a list of 19 brands that might offer that ideal bundle and asked which company would make them most likely to sign up.

Respondents were most likely to choose a bundle offered by Netflix (15%) or Amazon (12%) — two to three times more than those who chose other “big tech” companies such as Apple or Google. One third (34%) chose one of the telco or cable aggregators (AT&T, Verizon, Xfinity or Spectrum).

“In the past, content like video, gaming, or music were entirely separate. Today, they are all consumed on the same screens and devices, via subscriptions that compete for the same pie of disposable time and money,” Jon Giegengack, Hub principal and founder, said in a statement. “This research underscores the opportunity for established aggregators like Amazon or AT&T to attract subs with bundles that cross content categories. But it also shows that consumers would readily accept Netflix as an aggregator based entirely on the strength of its brand — something that bodes well for their expansion into live TV and gaming.”

Consumers in general use just as many non-video entertainment providers (6.6) as they do premium video (6.3). And young people (under 35) use more non-video sources (9.1) than video (7.4).

The study was conducted among 3,000 U.S. consumers who are entertainment decision-makers with broadband, age 18-74. The data was collected in March 2024.

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Warner Bros.’ ‘Dune: Part Two’ Threepeats Atop Weekly Fandango at Home Chart Through May 5

Warner Bros.’ Dune: Part Two for a third consecutive week topped the chart of the 10 most-popular films on Fandango’s transactional digital service Fandango at Home (previously Vudu) for the week ended May 5.

The sequel, which became available for premium digital rental and sale April 16, is the top box office earner of 2024. The science-fiction story explores the mythic journey of Paul Atreides (Timothée Chalamet) as he unites with Chani (Zendaya) and the Fremen while on a path of revenge against the conspirators who destroyed his family. Facing a choice between the love of his life and the fate of the known universe, he endeavors to prevent a terrible future only he can foresee. Meanwhile, the two-film collection of Part One and Two landed at No. 7.

Rising two spots to No. 2 on the chart was Universal/DreamWorks’ animated Kung Fu Panda 4, which became available for premium digital purchase and rental April 9. In the adventure comedy — the fourth in the franchise and the No. 2 box office film of the year — Emmy winner and Golden Globe nominee Jack Black returns as the voice of Po, the world’s most unlikely Kung Fu master. After learning he must find a new hero to take over as Dragon Warrior so that he may fulfill his destiny as the next spiritual leader of the Valley of Peace, Po decides to take one last adventurous mission. He teams up with a quick-witted thief named Zhen, a corsac fox (voiced by Awkwafina), to discover the truth about recent sightings of villains he’s defeated in the past. Oscar winner Viola Davis is the voice of the wicked, powerful sorceress The Chameleon.

Falling a spot to No. 3 on the chart was Lionsgate’s Arthur the King, available for premium digital rental and sale starting April 23. Based on a true story, the film follows an unbreakable bond forged between pro adventure racer Michael Light (played by Mark Wahlberg) and a scrappy street dog companion dubbed Arthur over the course of a grueling 10-day, 435-mile racecourse. The Fandango at Home digital release includes the exclusive featurette “Adventure Racing: On Set.”

Reentering the chart at No. 4 was Madame Web, available for digital rental and on sale for digital purchase. Part of Sony’s franchise of “Spider-Man” characters, Madam Web tells the standalone origin story of a Marvel heroine. It stars Dakota Johnson as Cassandra Webb, a paramedic in Manhattan who may have clairvoyant abilities. Forced to confront revelations about her past, she forges a relationship with three young women destined for powerful futures — if they can all survive a deadly present.

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Debuting at No. 5 on the chart was Universal Pictures’ golf-themed drama The Long Game, which became available April 30 for premium digital rental and sale. The film is based on a true story about five young Mexican-American caddies in 1957 who, barred from playing on the courses where they caddied, decided to build their own golf course in the South Texas desert with the help of their superintendent-turned-coach (played by Dennis Quaid). The caddies would go on to shock the golf community by becoming Texas state champions.

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Fandango at Home’s top 10 titles for the week ended May 5, in terms of revenue, were:

  1. Dune: Part Two
  2. Kung Fu Panda 4
  3. Arthur the King
  4. Madame Web
  5. The Long Game
  6. Monkey Man
  7. Dune 2-Film Collection (Bundle)
  8. Star Wars: The Skywalker Saga 9-Movie Collection (Bundle)
  9. Imaginary
  10. Late Night With the Devil

BB Media: Sony One Launch in Europe Among April Platform Shifts

Among streaming services in April, Sony One is set to launch in Europe and Watcher in the United States, while Showtime announced its discontinuation in the United States and MGM+ planned to expand to Latin America, according to a monthly analysis from BB Media.

In the United States, Showtime’s standalone streaming service, discontinued on April 30, was ntegrated into Paramount+. Also domestically, Watcher Entertainment, known for its YouTube success, is launching its own subscription-based streaming service with original series like “Ghost Files” and “Mystery Files.” Founded by former BuzzFeed creators, it’s priced at $5.99 per month or $59.99 per year with a 30% beta discount. While keeping some content on YouTube, Watcher will premiere new seasons there and offer full seasons exclusively on its platform.

In Europe, Sony is set to launch a FAST streaming service named Sony One, offering free ad-supported access to a wide variety of streaming channels on select TVs. The service will debut in the United Kingdom by the end of this year and expand to Germany, France, Italy, Spain, Sweden, Denmark, Norway, and Finland by April 2024. Sony Pictures Entertainment aims to populate 54 channels with a diverse mix of content from its extensive library, including films, series and reality shows. BritBox in the United Kingdom and Northern Ireland ceased as a standalone service on April 30 and integrated fully into ITVX, following its 2019 launch as a BBC and ITV collaboration. Existing subscribers will be automatically transferred to ITVX Premium, maintaining access to the content at the same price. BritBox apps on platforms such as Amazon Fire TV and Roku will be discontinued. In France, M6 Group is set to debut its new streaming service M6+ on May 15, replacing 6play with the goal of boosting its revenue. In March, 6play reached a milestone with 23.1 million unique users. In Sweden, Denmark, Norway, and Finland, Allente and NonStop Entertainment are launching byNonStop, a transactional streaming service that will offer a curated collection of films from art house to Oscar winners. This service is included in Allente’s TV packages beginning April 2, targeting film enthusiasts throughout Norway and the Nordic countries. In United Kingdom of Great Britain and Northern Ireland, Premier Sports has relaunched , unveiling a new website, app, and streaming service, and rebranding its channels on Sky, Virgin, and Amazon. The service offers a wide range of sports content. Following its acquisition of Viaplay Sports UK, the channels have been renamed Premier Sports 1 and 2 and are available on major TV platforms and various devices.

Amazon launched MGM+, its rebranded subscription streaming service featuring Lionsgate and Starz content, in Latin America on April 1. The service is accessible via Amazon Prime Video Channels in Brazil, Mexico, Colombia, and Chile, and through Apple TV Channels and Claro Video across the region, aiming to expand MGM+’s global presence to 31 countries. Also, Televisa has announced its acquisition of AT&T’s 41.3% stake in the SVOD service Sky México, making it the sole owner. Sky México operates across multiple Central American countries including Mexico, the Dominican Republic, Costa Rica, Panama, Nicaragua, Honduras, El Salvador, and Guatemala.

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Prime Video’s ‘Fallout’ Again Tops Weekly Whip U.S. Streaming Originals Chart the Week Ended April 28

For a third consecutive week, the Prime Video series “Fallout” topped the Whip Media chart of streaming originals among U.S. consumers for the week ended April 28.

The series, based on the role-playing video game franchise, is a post-apocalyptic drama set in Southern California about the aftermath of nuclear war.

Remaining at No. 2 on the chart was “X-Men ’97,” an animated series based on the Marvel Comics. It debuted on Disney+ March 20 and is a revival of the “X-Men: The Animated Series.”

Remaining at No. 3 on the chart was “Star Wars: The Bad Batch,” the third and final season of which began streaming on Disney+ Feb. 21. The show, a sequel to “The Clone Wars,” follows a squad of former Clone Troopers who have become mercenaries following the rise of the Empire. In the final season, the Batch have their limits tested in the fight to reunite with Omega as she faces challenges of her own inside a remote Imperial science lab.

Remaining at No. 4 on the chart was “Star Trek: Discovery,” season five of which started streaming April 4. The seventh series in the franchise follows the crew of the starship Discovery.

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Rising from No. 6 to No. 5 on the chart was Netflix’s “The Circle,” a reality competition show based on the British show of the same name where online players flirt, befriend and catfish their way to $100,000. Season six debuted April 17.

TV Time, a Whip Media company, is a free TV and movie viewership tracking app with more than 25 million global users. The streaming originals chart rankings are determined by streaming original TV series with the greatest share of views in the given week, among a balanced panel of U.S. users of the TV Time app.

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Top Streaming Originals Among U.S. Consumers for the Week Ended April 28:

  1. “Fallout” — Prime Video
  2. “X-Men ‘97” — Disney+
  3. “Star Wars: The Bad Batch” — Disney+
  4. “Star Trek: Discovery” — Paramount+
  5. “The Circle” U.S. — Netflix
  6. “Loot” — Apple TV+
  7. “Under the Bridge” — Hulu
  8. “Baby Reindeer” — Netflix
  9. “Palm Royale” — Apple TV+
  10. “Sugar” — Apple TV+

Kantar: Prime Video Lost 3% of U.S. Subscribers After Adding Commercials

Prime Video lost 3% of its U.S. subscribers after adding commercials to programming in January, according to new data from Kantar. The London-based research firm reported that Prime Video was the only SVOD service to have significant declines in market share — driven by the introduction of the default ad-supported service, unless subs pay a $2.99 monthly premium for ad-free.

“Subscriber dissatisfaction with the amount of ads shown nearly doubled in the quarter,” read the report.

Despite the loss of subscribers, Prime Video saw net growth compared to the pre-holiday third quarter. Among subscribers, advocacy for Prime Video, measured by its Net Promoter Score (NPS), has risen. Prime Video’s score is now second to Netflix among paid competitors. Among Prime Video subscribers with at least one additional streaming subscription, a greater proportion rank Prime Video as their most important service than they did in the fourth quarter.

Meanwhile, the average U.S. household subscribed to 3.9 streaming video services in the first quarter ended March 31, while the SVOD penetration rate remained largely unchanged at 95%, or 123 million households, according to Kantar.

Apple TV+ and Peacock saw the greatest growth in U.S. subscribers, driven by new-release movies (Killers of the Flower Moon, The Holdovers, Oppenheimer, Night Swim, etc.) and live sports (Peacock’s NFL Wild Card Game on Jan. 13).

The new season of “Reacher,” starring Alan Ritchson, on Prime Video was the most watched title in  the quarter among all paid streamers (ad-free or ad-supported), followed by catalog episodes of “NCIS,” available on a number of SVOD services, and “Yellowstone” on Peacock and Netflix.

Disney+ dropped out of the top 5 SVOD services for discovering new content, dropping below Paramount+ and Peacock.

Kantar found that original content and movies still play an important role in driving SVOD subscriptions. Half of all new Apple TV+ subscriptions were driven by specific titles, led by Apple TV+ originals “Ted Lasso” and “Masters of the Air,” and Killers of the Flower Moon.

In the first quarter, U.S. streamers opted for long-running TV dramas over originals. Prime Video’s “Reacher” and Netflix’s “The Crown,” “Griselda” and “Fool Me Once,” were the only originals cited as the top 10 most-viewed titles in the quarter. Catalog titles such as “NCIS,” “Chicago Fire” and “Suits” were among the top viewed titles in the first quarter.

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Kantar found that streamers are opting for fewer genres, with sci-fi and fantasy, thrillers, and action and adventure the top genres losing the interest of streamers in the last year.

“There is a clear pattern of dramas and crime series rising in popularity in the U.S. As these long-running, bingeable drama series gain in popularity, it is harder for streaming originals and films to compete for screen time,” read the report.