Kantar has released its latest findings showing growth across multiple streaming platforms.
Enjoying its strongest start to a year since before the pandemic, Netflix captured the largest share of new paying subscribers globally at 12 per cent, placing the streamer ahead of competitors Prime Video, Paramount+, Apple TV+ and Disney+, said Kantar. Netflix was also able to reduce subscriber churn, with 48 per cent of new subscribers signing up, helping secure its presence in two-thirds of VoD households.
Andrew Skerratt, insight director at Kantar, commented, “Netflix’s international subscriber growth is the result of a deliberate, forward-thinking strategy built on global content diversification and heavy investment in interactive and AI-personalised storytelling. Its expansion into gaming and live events has created revenue streams and engaged with new consumers, and the early rollout of its ad-supported tier has proven equally successful, attracting price-sensitive viewers without cannibalising its premium base.”
DAZN also saw a strong start to the year with one of its best quarters ever. Quarter-on-quarter growth was 11 per cent with the platform attracting younger audiences through digital, social an out-of-home campaigns promoting high-profile sporting events. The figures align with the launch of the company’s DAZN Scores, which aims to create a personalised all-in-one experience for football fans and now represents 50 per cent of its subscriber base. While DAZN subscribers reported higher satisfaction with content over its competitors, only 25 per cent of subscribers were satisfied with its commentary quality. Desire was also expressed for more robust interactive features and a smoother ad experience during live events, said Kantar.
“After years of acquiring sports rights, DAZN is now positioning itself as more than just a place to watch live sport. It wants to be the central hub for the entire sports ecosystem. Its recent acquisition of Foxtel in Australia marked a milestone in this journey, strengthening DAZN’s global presence and highlighting its ambition to lead the international sports media landscape. With substantial investment and a clear long-term vision, including the ability to sublicense events at this summer’s FIFA Club World Cup, DAZN is positioning itself at the forefront of the future of sports media,” Skerratt added.
Led by platforms such as Netflix and Disney+, bundled services are growing in popularity with streaming being integrated with loyalty programmes, shopping incentives and financial services. 26 per cent of all subscriptions are now part of a package, up from 22 per cent one year ago and 20 per cent in Q1 2023. 41 per cent of households with bundled subscriptions are satisfied with the value they receive.
Additional insights from Kantar’s research include:
- Following its split from Canal+, Disney+ captured a record 47 per cent of new paid subscribers in France.
- Prime Video grew subscribers by 1 per cent quarter on quarter, avoiding its usual post-holiday dip.
- Paid ad-supported subscriptions grew by 7 per cent on the quarter, contrasting with a decline of 1 per cent in the FAST market.
- Value for money was the primary motivation for 28 per cent of new ad-tier subscriptions.
- Apple TV+ saw strong European growth in Q1, increasing 14 per cent in Germany and 24 per cent in Spain.
