Kantar has released its global streaming market Entertainment on Demand figures for Q4 2024.
In its report, which covers the period between October and December last year, the data and analytics company’s Worldpanel division revealed “significant momentum” in the ad-supported streaming market. Paid ad-supported services were chosen by 35 per cent of new VoD subscribers, up from 21 per cent in the same period the year before.
The report indicated stronger retention rates among ad-supported tiers were driven by perceived value, with 43 per cent of users satisfied with the value they received. The data showed only 23 per cent of households were opposed to seeing adverts on streaming platforms.
Sports streaming continues to positively impact growth figures with American football emerging as the fastest-growing sport in terms of viewership. Between Q3 2023 and Q4 2024, YouTube TV saw a 48 per cent surge in subscribers, following its acquisition of NFL’s 2023/24 Sunday matches. The growing appeal of the sport is reflected in the 42 per cent of households watching sport in Q4, up 6 points on the previous quarter.
Andrew Skerratt, global insight director at Kantar’s Worldpanel, said, “The NFL is rewriting the playbook for streaming. A 48 per cent surge in subscribers isn’t just a number – it’s a stark reminder that fans worldwide are hungry for real-time, premium sports experiences.”
Key figures from the report include:
- Apple TV+ and Paramount+ were the fastest growing major VoD streamers year-on-year
- Prime Video achieved the highest share of new paying subscribers, with Paramount+ second and Netflix third
- Paid ad-supported subscribers rose by 3 per cent quarter-on-quarter
- 38 per cent of new VoD users opted for premium subscription models
- FAST accounted for 20 per cent, while virtual multichannel video programming distributor (vMVPD) services that offer TV over the internet claimed 7 per cent of the global market
Commenting on the report, Skerratt said, “Our Q4 2024 data unveils a significant shift in the global streaming landscape. Bold, innovative ad-supported models, live sports integrations, and an unyielding commitment to premium content are rewriting the rulebook on consumer behaviour. Giants like Prime Video, Netflix, and Apple TV+ are not just in the game – they’re redefining it by capturing fresh audiences and igniting relentless engagement in a fiercely competitive arena. The future of streaming isn’t a distant dream – it’s a dynamic revolution, balancing stellar content with unparalleled viewing flexibility, and it’s already in full swing.”
Kantar’s interactive data visualisation is available here
