Super Bowl LVIII Photo: CBS ©2023 CBS Broadcasting, Inc. All Rights Reserved.
The Super Bowl has helped to grow Paramount+’s overall monthly viewer base by 22% in the six months to February 2024, according to new consumer research from Ampere Analysis.
The data highlights the importance of live sports to US streaming platforms.
Streaming platforms that held rights to the NFL saw a significant boost to monthly active viewing in the first quarter 2024, far greater than platforms without NFL rights. Paramount+, which had rights to the Super Bowl LVIII, saw the biggest boost.
All US streaming platforms that hold NFL rights saw average growth in monthly active viewers of 14% between Q3 2023 and Q1 2024, compared to 10% growth across SVOD platforms as a whole.
“The growth in viewership for platforms holding NFL rights shows how important tier 1 sports rights can be to streaming platforms, especially in an increasingly competitive streaming market,” explains Minal Modha, Research Director, Ampere Analysis.”
While most US domestic rights have now been tied up, Q2 will likely see the awarding of the NBA rights, the last chance for platforms or streamers to get a seat at the table for a significant amount of time. As streaming platforms try to diversify revenue streams through advertising, live sports will play a bigger role in helping to guarantee eyeballs, thereby pushing up advertising value”
In Q1 2024, 50% of US Internet users claimed to have used Amazon Prime in the past month (+8%), 22% used Paramount+ (+22%) and 21% used Peacock (+18%)
This monthly active viewing increases even further among NFL fans. Amazon Prime rises to 59%, Paramount+ to 30%, and Peacock to 28%, highlighting how this cohort is driving engagement
Super Bowl LVIII had the highest US TV ratings since the 1969 moon landing.
