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State of the Screens

Antenna Breaks Down Streaming Between the Lines

By March 10, 2022No Comments

2022-03-10_09-50-14

Worth your time: Antenna has released another must-read report breaking down the U.S. streaming market. (h/t: Brendan Brady)

Big news: Streaming video services added 42M net new paid U.S. subscribers in 2021.

Net new paid U.S. streaming subscribers (YoY growth) according to Antenna:
1) 2019 – 24.7M
2) 2020 – 26.9M (↑ 9%)
3) 2021 – 42.2M (↑ 57%)

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Big question #1: Which streaming service had the highest share of net new subscribers?

Share of net new paid U.S. streaming subscribers in 2021:
1) Paramount+ – 23%
2) Peacock – 21%
3) Apple TV+ – 21%
4) Discovery+ – 17%

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Big question #2: What event drove the most new subscribers?

Quick answer: The Super Bowl added ≈ 800K new subscribers for Paramount+.

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What Toddler Screens is (still) watching: Paramount+ adds the Paw Patrol movie and we sign up that day.

Big question #3: How many subscribers cancel their service each month?

Average monthly churn rate (YoY growth):
1) 2019 – ≈ 3.5%
2) 2020 – ≈ 4.3% (↑ 22%)
3) 2021 – ≈ 4.8% (↑ 11%)

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Big question #4: Which streaming services have the lowest churn rate?

Average monthly churn rate in 2021 by streaming service:
1) Netflix – 2.2%
2) Disney+ – 3.7%
3) Hulu – 4.3%
4) Average – 4.8%
5) Discovery+ – 5.6%
6) Paramount+ – 6.1%
7) HBO Max – 6.7%
8) Showtime – 6.8%
9) Starz – 7.1%
10) Peacock – 7.7%
11) Apple TV+ – 10.5%

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More #1: Streaming measurement company Antenna raises $10 million

 

More #2: A startup that tracks streaming subscriptions broke down how the US market shifted in the last year.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.