Amazon Prime Video, Netflix, and Paramount+ were the three most-popular streaming services in the second quarter, but it was Apple TV+ in fourth position that put on the most subscribers.
Apple TV+ made significant ground this quarter as comedy-drama Ted Lasso became the most-watched SVOD title, according to Kantar’s latest Entertainment on Demand (EoD) data. The Mandalorian and NCIS were the other top viewed SVOD titles this quarter, with Netflix’s Manifest being the most watched title in June.
Kantar reports that Boomerang subscribers are on the rise as viewers cancel services failing to provide sufficient viewing time. Netflix planned subscription cancellations for the next quarter increased year-on-year to 5% from 4% of its total subscription base
Streaming services and those relying on content from the United States face a significant challenge as ongoing strikes by writers and actors have brought new productions to a standstill, leading to a potential decline in new subscriptions. Viewers have traditionally been drawn to streaming services by new shows, which is the #1 driver of new subscriptions.
The lack of new releases and perceived value for money are the top two pain points for streaming services, even without the impact of a writers/actor’s strike, says Kantar. Perceptions of value are now intertwined with the frequency of service usage in the minds of consumers.
Kantar says streaming services with substantial back catalogues, like Disney+, are better positioned to maintain a balance during this challenging period. The platform has an extensive catalogue encompassing a wide array of beloved franchises, notably earning top subscriber satisfaction for its wide variety of content, and with 41% of subscribers stating they are happy with the amount of original content, second only to Netflix at 47%. All of which is further bolstered by Disney’s enduring, and powerful brand presence.
Their strongest brand performance is observed in the US/GB, while Germany presents the weakest brand performance in terms of direct impact on new Disney+ subscribers.
Despite the password sharing crackdown, Netflix continues to dominate overall viewing time, with over half of its subscribers accessing the service daily. Nevertheless, subscribers are showing interest in other platforms content, notably Apple TV+’s critically acclaimed series, Ted Lasso, which emerged as the most viewed title among Netflix subscribers this quarter. The Night Agent, a Netflix original series, followed closely behind in second position.
