Kantar's EoD data shows that the highest ever percentage – 19% – of new streaming sign-ups came from new and expanded sport catalogues
With one-in-five new customers motivated by the desire to live-stream their favourite sport competitions and tournaments, live sport demonstrated significant impact on SVOD subscriber additions, according to the latest Entertainment on Demand (EOD) tracking data from Kantar, which covers the global video streaming market.
The report further points out that VOD services are also placing a growing emphasis on sporting documentaries, appealing beyond the traditional live sports fan. The new data comes from the Q3 2023 (July-September) report.
The report states: “Streaming services have been investing heavily in sports rights in recent years, and our EoD [Entertainment on Demand] data shows the highest ever percentage – 19% – of new streaming sign-ups coming from new and expanded sport catalogues.”
Disney+, Paramount+, Netflix and Apple TV+ all achieved strong subscriber growth in the quarter, but Paramount+ and Apple TV+ have emerged as leaders in attracting new subscribers, the latest data shows. “This signals a growing trend among consumers to explore fresh content beyond the industry’s key players,” Kantar reports.
However, in addition to fresh content, Paramount+ and Apple TV+ have another compelling advantage in the U.S. market – sports content, notes the report. Paramount+ benefited from the return of the NFL, while Apple TV+ has scored with the MLS