NBCUniversal’s premium streaming service Peacock -- which launched this past summer -- and Amazon Prime Video had the best results when it came to adding new subscribers for their respective premium video services in the third quarter this year.
From July-September, Peacock took 17.2% of new premium streaming subscribers, followed by Amazon Prime Video at 16%. HBO Max -- which launched a few weeks before Peacock this year -- came in at an 11.3% share, according to analytics/research consulting company Kantar.
Hulu’s video-on-demand service came in at 9.5%, followed by Disney+ at 9.1%, Netflix with 8.3% and Apple TV+ at 4.9%.
Kantar said 10% of new subscriptions in the third quarter came from a competing service -- those who cancelled one streamer and picked up another.
The results for Peacock include its Peacock Free option, which gives subscribers limited programming with advertising messaging but has no required monthly subscription fee for consumers.
Amazon Prime Video is included in Amazon Prime, the yearly subscription service for the e-commerce platform, offering special promotions/delivery incentives as well as video and music services.
Kantar’s results come from a longitudinal panel of 20,000 consumers as well as 2,500 new subscriber interviews each quarter.
Recent estimates project that Netflix has 72.9 million U.S subscribers, with Disney+ at 37 million; Hulu, 27.2 million; and Peacock, 15 million.
Amazon Prime has 150 million worldwide subscribers, and it's estimated that 26 million of its U.S. subscribers use Amazon Prime Video.
WarnerMedia says HBO (the premium cable channel) and HBO Max, the
streaming service, have 36.3 million subscribers.
Apple TV+ is projected to have 33.6 million subscribers.
Many newer streamers such as Disney+, Apple TV+ and HBO Max have a number of different special or long-term free trial promotions.