The article from Kantar highlights the impact of adding commercials to Prime Video programming in the U.S., resulting in a 3% loss of subscribers for the service. This decline was attributed to subscriber dissatisfaction with the amount of ads shown, with nearly double the dissatisfaction levels reported in the quarter following the introduction of the default ad-supported service.
Despite the subscriber loss, Prime Video saw net growth compared to the pre-holiday third quarter. The Net Promoter Score (NPS) for Prime Video has risen, with the service's score now second to Netflix among paid competitors. Additionally, among Prime Video subscribers with at least one additional streaming subscription, a larger proportion now consider Prime Video their most important service compared to the previous quarter.
The data from Kantar also revealed that the average U.S. household subscribed to 3.9 streaming video services in the first quarter of the year, with SVOD penetration rate remaining at 95%. Apple TV+ and Peacock experienced the greatest growth in U.S. subscribers, driven by new release movies and live sports, respectively.
In terms of viewership, the new season of "Reacher" on Prime Video was the most-watched title in the quarter among all paid streamers, followed by catalog episodes of "NCIS" and "Yellowstone" on various platforms. Disney+ dropped out of the top 5 SVOD services for discovering new content, falling below Paramount+ and Peacock.
Original content and movies continue to be crucial in driving SVOD subscriptions, with specific titles like "Ted Lasso" and "Masters of the Air" on Apple TV+ and "Killers of the Flower Moon" being key drivers for new subscriptions. In the first quarter, long-running TV dramas were preferred over originals, with shows like "Reacher" and "The Crown" among the top 10 most-viewed titles.
Overall, the data from Kantar indicates a trend towards certain genres such as dramas and crime series gaining popularity among U.S. streamers, making it challenging for streaming originals and films to compete for viewer attention.
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