Peacock and Hulu subscribers opt for ad-supported plans

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Key stat: The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

Beyond the chart:

• Ad tiers on Netflix and Disney+ are newer than their competitors, so it will take time for them to scale up. On both platforms, we expect ad-supported subscribers to spend slightly less time watching content than those paying full price.
• NBCUniversal will increase prices for Peacock for the first time starting August 17. The ad-supported “premium” tier has increased by $1 to $6 monthly, and its lowest ad-free tier will jump $2 to $12 monthly.
• Unless the strike by the Writers Guild of America continues for many more months, streaming services won’t see an impact on time spent. However, a lack of new content will make it difficult for consumers to justify the increased pricing that Peacock and other platforms have planned—especially at a time when discretionary spending is being approached more cautiously.

Use this chart:

• Evaluate the right streaming platforms for your ad campaign.

More like this:

• Advertisers struggle to align ad dollars with the scale of CTV
• Amazon’s bid for a bigger piece of the CTV ad revenue pie involves leaning on developers
• How Netflix, Roku, and NBCUniversal are getting into commerce
• Among active users, Netflix takes the platform crown, but ad-friendly TikTok, Hulu, and YouTube have better outlooks

More Chart of the Day:

• 8/2 - Meta over YouTube?
• 8/1 - Keeping it dynamic
• 7/31 - Streaming showdown
• 7/28 - Price is key for D2C
• 7/27 - Ad channel choices

Methodology: Data is from the June 2023 Antenna report titled "State of Subscriptions." Antenna sources data from a variety of data collection partners which contribute millions of permission-based, consumer opt-in, raw transaction records. These are derived from online purchase receipts, credit, debit and banking data, and bill-scrape data. Antenna cleans and models this raw data, and then subsequently weighs the panel for demographic and behavioral skews.