|
Disney + leads new Q2 UK SVoD subs
Kantar has released its latest
Entertainment on Demand ( EoD )
data on the UK ’ s streaming
market .
Disney + took the top spot from
Apple TV + for new subscriptions
in Q2 2024 with a 19 % share ,
whilst Netflix ’ s Baby Reindeer
was identified as the most enjoyed
series in the quarter .
Prime Video took second
place in the share of new paid-for
subscriptions in Q2 . Clarkson ’ s
Farm continues to resonate
strongly with UK audiences , with
the release of the show ’ s third
season responsible for attracting
14 % of new Prime Video contentled
subscriptions over the second
quarter . The farming documentary
was also the second most enjoyed
title across the whole of the UK ,
only behind Baby Reindeer on
Netflix .
In June , Kantar reports that
Prime Video ’ s churn rate fell below
that of Netflix , coming in at just 2 %
over the month . However , some
concerns still linger amongst those
on Prime Video ’ s ad-supported
tier , with a net dissatisfaction with
the number of ads served of -17 %
compared to -6 % for Netflix and
-7 % for Disney +. Despite this ,
almost half of UK streamers ( 47 %)
now say they would accept ads if it
made the service cheaper , up from
42 % 18 months ago .
Baby Reindeer proved to be a
huge hit and was the most enjoyed
show across the UK during Q2 . The
show alone was responsible for
attracting 8 % of new subscribers .
The latest instalment of period
drama Bridgerton was the top
show in June , helping Netflix to
grow its subscriber share over
the same point in 2023 . Despite
increased competition , Netflix
|
continues to dominate content discovery in the UK , with 53 % of all VoD subscribers choosing Netflix as their first port of call to find new content to watch , marginally up from a year ago .
Warner Bros Discovery climbed to third place in the second quarter in share of new paid-for subscriptions , with sports being a driving force for one in four new subscribers , the highest in over a year . Kantar Entertainment on Demand data highlights that the acceleration in acquisition was significantly helped by online and
social media advertising , both hitting yearly highs in terms of their impact .
The release of season 20 of Grey ’ s Anatomy was the top driver of new subscriptions to Disney + over the quarter , with Japanese historical drama Shogun continuing to perform well . The Disney + ad-supported tier is playing a key role in attracting new subscribers to Disney +, with subscribers rating the ad experience higher than most of its direct peers – an important outcome given the importance of the overall Disney brand in the marketplace . Having held the top spot for the last six months , AppleTV +’ s share of new subscriptions fell back in the second quarter , with specific titledriven acquisitions falling from 44 % last quarter to 34 % in Q2 . A slightly weaker slate in Q2 meant AppleTV +
|
relied more heavily on free trial promotions to drive subscriber growth .
As the excitement surrounding Yellowstone started to fade , Star Trek usurped it for the first time in over 12 months as the title / franchise most important in attracting new subscribers to Paramount +, but it wasn ’ t enough to stop a fall in share . Paramount continues to struggle with subscriber advocacy , with Net Promoter Score ( a measure of subscriber advocacy ) remaining in negative figures for the last 12 months . This is limiting the ability of Paramount + to win new subscribers via word-of-mouth recommendation , instead having to rely more heavily on expensive marketing campaigns . More than one in three of those quitting the service say they are not using it regularly enough and cite a lack of new content as a key reason .
“ The latest data from our Entertainment on Demand study reveals the dynamic nature of the GB streaming market ,” observes Andrew Skerratt , global insights director at Kantar . “ Prime Video ’ s resurgence , driven by popular content like Clarkson ’ s Farm , highlights the importance of compelling content in retaining subscribers . Meanwhile , the strong performance of Disney + and Netflix underscores their ability to consistently deliver engaging shows that resonate with diverse audiences . Understanding these
|
trends and consumer preferences
is crucial for streaming services
aiming to maintain and grow
their subscriber base in a highly
competitive market .”
Sky launches The Attention Index
A new report from Sky – The
Attention Index – reveals what is
grabbing the attention of audiences in
today ’ s information-rich world .
From the big screens in living
rooms , to the small screens on
mobiles , the report provides an
insight into where people are
focusing their attention , how
people watch and how they stay
connected .
Time spent watching TV is
higher than ever in Sky homes ,
outside of lockdown . On average ,
Sky customers watch over four and
a half hours of TV every day . One
third of the TV they watch is made
by Sky , including sports , news ,
entertainment , and movies .
The report shows that
Sky Original productions ,
such as Mary & George , are
performing better than ever . The
Sky Original , The Tattooist of
Auschwitz , has had 6.8m hours
of viewing since launching in
May , and every episode has been
watched by at least 1.3m people .
The ability to catch up on TV
means that people don ’ t feel the
need to watch so many genres
‘ live ’. This has driven an increase
in on demand content , such as
|
Research |