The NBCUniversal streaming platform, launched in 2020, and the core Paramount Global streaming service, rebranded from CBS All Access in 2021, are the only two major streaming platforms that have not yet fully matured in the U.S., according to a MoffettNathanson report using data from market research firm HarrisX. Why those two? Even though only one of them is named after a bird, Peacock and Paramount+ are birds of a feather. Paramount+ has an ad-supported option and an ad-free tier; Peacock has those too, as well as a very limited fully free plan. (Successful FAST service Pluto TV occupies the free-streaming space at Paramount Global.) Peacock and Paramount+ both have libraries fueled by a highly successful broadcast network — NBC and CBS, respectively — as well as a slew of strong cable channels (USA, Syfy, Bravo, etc. for Peacock; the “Viacom” channels for Paramount+). Both of the SVOD/AVOD hybrid services also rely on kids and sports programming.
None of that really explains why these two have room to grow their subscriber platforms in the states, but we can: the mere fact that they’re relatively late entrants to the streaming game has left that door open for each. We didn’t say it was a great door, but at least they have some reason for optimism. NBCUniversal chief Jeff Shell revealed recently that Peacock topped 15 million paid subscribers in Q3 2022, up from 13 million at the end of the prior quarter. Paramount+ ended Q2 2022 with 43 million paid subs. While Paramount has a clear subscriber advantage, NBCU parent company Comcast is the one with the money; there has long been speculation that Comcast may buy the relatively cheap Paramount Global to achieve greater scale. NBC, CBS, and the FCC would be the key barriers to that theoretical merger. Getty Images
However, the streamer with the largest viewership gains over the past three months is Fox’s ad-supported service Tubi, which more than doubled its viewership on a year-over-year basis, the researchers wrote. The Roku Channel, with growth of 75 percent, was second. Pluto and DirecTV Stream increased viewership by 60 percent apiece. The DirecTV streaming service, home to NFL Sunday Ticket, can thank a great start to the NFL season for much of its own increase. With viewership growth of 34 percent, HBO Max was really the only SVOD service to “meaningfully outpace the industry average,” according to MoffettNathanson. Credit there to “Game of Thrones” and its dragon-fire-hot prequel “House of the Dragon.” Sign Up: Stay on top of the latest breaking film and TV news! Sign up for our Email Newsletters here.
