Peacock picks up 17% of new Q3 OTT subscriptions, says Kantar

NBC streaming service leads on US signups since July roll out.

by Steven Impey

Peacock picks up 17% of new Q3 OTT subscriptions, says Kantar
  • Peacock overtakes Amazon Prime for new SVOD signups
  • 10% of new subscriptions come at the cost of another service

NBCUniversal’s recently launched Peacock over-the-top (OTT) service captured the largest share of new US subscription video-on-demand (SVOD) signups during the last quarter, according to a survey carried out by Kantar.

Peacock was found to have brought in 17.2 per cent of new subscriptions in the three months ending 30th September. Having claimed 23 per cent of new signups in the previous quarter, Amazon’s Prime Video platform dropped to second place with a 16 per cent share.

The findings – based on interviews with 30,000 US-based consumers – also show that ten per cent of all new subscriptions were taken by households which cancelled an SVOD service to make way for another one.

Peacock’s early surge was aided by the realignment of NBC’s digital sports broadcasts, including the decision to place the bulk of its live Premier League coverage on the streaming platform’s premium tier from the start of the ongoing 2020/21 season.

In September, NBC also live streamed two hours of free and exclusive coverage from all four rounds of the rescheduled 2020 US Open golf major via the Peacock service, and plans to show live US Women’s Open action between 10th and 13th December.