Fewer UK users signed up for Apple TV+ and Paramount+ in the last three months, according to new research. But new users flocked to Disney+ and Prime Video, thanks to new series of Grey’s Anatomy and Clarkson’s Farm.
- Kantar research reveals subscription streaming winners and losers in the UK.
- Baby Reindeer and Bridgerton helped keep subscribers coming to Netflix.
- Sports offer drove more users to Discovery+
Subscription streaming services continue to battle for new customers in the UK. But according to new research from market insights company Kantar, Apple TV+ and Paramount+ have struggled more in the three months ending June 2024.
Bad quarter…
Their Entertainment-on-demand survey revealed Apple TV+ relied more heavily on free trial promotions to drive subscriber growth. Lack of new content and users less likely to recommend Paramount+ to others has resulted in that streaming service failing to perform. According to Kantar, more than 1 in 3 of those quitting the service say they are not using it regularly enough and cite a lack of new content as a key reason.
Good quarter…
The release of season 20 of Grey’s Anatomy was the top driver of new subscriptions to Disney+ over the quarter. Disney’s cheaper ad-supported tier also encouraged more users to sign-up, according to Kantar’s research.
Prime Video took second place in the share of new paid-for subscriptions in April-June 2024. Clarkson’s Farm‘s third season was responsible for attracting 14% of new Prime Video subscriptions, according to Kantar.
Discovery+ was boosted in the last quarter through sports. The streaming service climbed to third place in the second quarter in share of new paid-for subscriptions, with sports being a driving force for 1 in 4 new subscribers, the highest in over a year. At the end of May, the streaming service was the home of live Champions League and Europa League finals. It’s also started a major ad campaign to promote its Olympic coverage.
On Netflix, Baby Reindeer, the UK-based biographical drama about a stalker, was responsible for attracting 8% of new subscribers. Netflix continues to be many user’s first port of call to discover new streaming content. Bridgerton, Netflix’s top show in June, helped Netflix to grow its subscriber share over the same point in 2023.
Corporate comment
Andrew Skerratt, Global Insights Director at Kantar said:
“The latest data from our Entertainment on Demand study reveals the dynamic nature of the GB streaming market. 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.”
By: Marc Thornham | Image: Disney