Comcast’s Peacock added more new subscribers than any other US VoD service during the third quarter, according to Kantar.
Kantar also found that more consumers added one service while cancelling another. Kantar said 10 per cent of new subscriptions were the result of switching, up from 9 per cent in the second quarter.
“Q3 saw the full launch of NBC’s offering Peacock and it has strutted straight to #1 spot in share of new VoD subs. Peacock hit the market with a number of compelling price options, including offering Peacock Premium at no extra cost to certain Xfinity customer plans,” said Kantar. “Value for money was the top individual subscription driver for Peacock, followed by the ‘variety of TV series,’ alongside ‘specific content’, which was cited by 25 per cent of new subscribers as their primary motivator for joining.”
Peacock won 17.2 per cent of new subscribers during the third quarter, up from 4.9 per cent in the second quarter. Looking ahead to the fourth quarter, Kantar said that 15 per cent of households surveyed said they were considering signing up for Peacock.
Amazon Prime, which had been top in the second quarter with 23.2 per cent of new subscriptions, was second during the third quarter with 16 per cent. AT&T’s HBO Max, which launched earlier this year, was third in the quarter with 11.3 per cent of new subscribers, up from 9.7 per cent in the second quarter.