Netflix? Paramount+? Max? Which streamers are attracting the most first-time subscribers?
Netflix? Paramount+? Max? Which streamers are attracting the most first-time subscribers?
New data from Antenna shows which streaming services are drawing the most viewers who have never tried a streamer before.
It’s hard to believe that there’s still an untapped market of customers who have never tried on-demand streaming before. It’s been more than 15 years since services like Netflix and Hulu first began offering on-demand video streaming over the internet, and it would certainly stand to reason that all viewers who want a streaming subscription would have one by now. Nevertheless, Antenna has released a new survey that shows not only that there are millions of customers entering the streaming marketplace for the first time, but also which streamers they’re most likely to sign up for.
Key Details:
- Antenna found that 3.5 million new customers tried a streamer for the first time in the first three quarters of 2024.
- Netflix attracted 23% of these 3.5 million subscribers, the most of any streamer.
- Paramont+, Peacock, Hulu and Disney+ round out the top five list.
Antenna’s numbers show that 3.5 million people tried a streaming service for the first time in the first three quarters of the year. That’s more or less on pace with previous years; in 2023, the number hit 4.3 million stretched across the full year, and in 2022 4.8 million people tried on-demand streaming for the first time.
As most would expect, Netflix drew the largest share of these new subscribers. The Netflix brand has become truly synonymous with streaming, and its beloved originals combined with a growing slate of live events helped the streamer capture 23% of all new subscribers entering the marketplace.
Paramount+ was next on the list, holding the No. 2 spot for the third year in a row. Paramount has always tried to cultivate Paramount+ as a streamer with something for everyone, not just a curated lineup of prestige TV shows and movies with hard-to-understand plots. Its desire to appeal to the masses seems to be paying off, according to Antenna’s data.
Click graph to expand.
Peacock, Hulu, and Disney+ are the next three services on the list, capturing 16%, 13%, and 8% of new streaming customers respectively. Peacock’s new subscriber total is likely attributable to the success of its streaming-exclusive NFL Wild Card game in January, as well as the 2024 Summer Olympics in Paris, which each drew around 3 million new customers to the service.
Streamers must continue to innovate their features and evolve their content slates to meet demand going forward if they want to keep attracting so-far reluctant viewers to the world of on-demand video. But Antenna’s survey shows there are more customers who have never tried streaming services to bring into the fold if streamers can figure out how to stoke their interest.
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa League, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.