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Seven weeks after the game, 71% of those new subscribers had not canceled Peacock. NBCUniversal and Amazon paid a fortune for NBA rights in the hopes that Peacock and Prime Video would continue to gain and maintain subscribers due to exclusive sports rights. We forecast that live sports viewing will keep shrinking on traditional TV and growing on digital services.

Demand for sports and low-cost streaming are driving ad-supported subscriptions at Netflix and Peacock, but YouTube remains king of digital video ad spend. Amazon鈥檚 next move is to grow the retail media market. The company is licensing its ad tech to other retailers in a pilot program as its own retail media growth begins to slow.

Younger consumers are increasingly turning to these services, and FAST options like the Roku Channel, Pluto TV, and Tubi account for a higher share of US TV use (4.3%) than Peacock, Max, and Paramount+ combined (3.7%), per a Nielsen Gauge report, indicating these channels are gaining value.

Nielsen鈥檚 Gauge previously found that FAST services like the Roku Channel, Tubi, and Pluto TV account for a higher share of US TV use (4.3%) than the combined usage of Paramount+, Peacock, and Max (3.7%), which all include advertisements for specific subscription tiers. This indicates that advertisers could find more value in FAST services than ad-supported subscription video-on-demand.

Besides the 2024 Peacock blip, positive and negative time spent growth rates consistently hover in the low single digits across every platform. Netflix鈥檚 ad-supported users seem to be less engaged, and that鈥檚 constraining its time spent growth.

Now there are hundreds of channels, with major media companies creating their own Netflix competitors鈥攆rom Max to Disney+ to Peacock and beyond. This rapid acceleration in viewership and new streaming players has created massive market fragmentation that the old TV targeting and measurement methods can鈥檛 tackle.

NBCU's president of advertising and partnerships Alison Levin highlighted that 70% of its content hours are live moments, which it has intentionally made available on streaming platforms like Peacock.

The retailer is also offering 50% off a one-year membership, which now includes a limited-time perk: three months of Peacock Premium streaming access. Improving the in-store experience: Target is expanding its physical footprint and renovating nearly 2,000 stores to create a more welcoming and engaging shopping environment.

Peacock keeps losing money, but its parent company Comcast continues to buy into streaming. If Peacock鈥檚 ad revenues make a meaningful jump over the next year, it will likely be due to its sports programming investments. Peacock struck ratings gold with its Olympics coverage this summer, which contributed to an increase of 2.8 million subscribers during the first week.

Expected within months, the redesign aims to prioritize paid subscriptions from services like Peacock, Paramount+, and Max. The change comes as people now spend more time watching YouTube on TVs than on any other device, including smartphones.

Peacock is also adding NBA games to a sports roster that includes NFL games, college football, college basketball, soccer, NASCAR, and Olympics coverage. The Roku Channel features Sunday morning MLB games. Sports broadcasts on linear TV networks are streamable through digital pay TV services like Hulu with Live TV and YouTube TV.

XFinity鈥檚 StreamSaver bundle, priced at $15 per month and including Peacock, Netflix, and Apple TV+, continues the industry鈥檚 push toward bundling. Why it matters:. Bundles are a proven retention strategy. Streaming services are shifting from subscriber growth to retention, as churn rates in the US have nearly tripled to 5.5% over the past four years.

Next year鈥檚 Super Bowl on NBC and Peacock will be part of a packed sports calendar, airing just two days after the start of the Winter Olympics. Our take: Even though the game was a 40-22 blowout, viewers still tuned in at record numbers, reinforcing the game鈥檚 cultural significance.

And most Prime Video, Hulu, Peacock, and Paramount+ viewers choose ad plans. But fewer than one-fourth of Netflix viewers are ad supported, and most Max and Disney+ viewers are ad-free, too. Taken together, viewing patterns don鈥檛 always translate to advertising patterns.

If the economy stabilizes, Netflix and Peacock will join the ranks of the $2 billion ad revenue club this year. The numbers below are our best-case scenario Q1 estimates for 2025. These figures are still within reach should the tariff chaos be shorter-lived than expected. Among these large players, Netflix, Walmart, TikTok, and Amazon are set for the fastest growth, at least in theory.

We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year.

Peacock expands its reach beyond the home: Exclusive live sports to be shown in commercial venues, diversifying audience and increasing brand visibility.

The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

On today's episode, we discuss how Spotify beat expectations, why a price hike is inbound, and the audio streaming company's relationship with artificial intelligence (AI). "In Other News," we talk about AI-powered ads for Google and whether Peacock can survive the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.

On today's episode, we discuss how much Netflix's new ad tier has helped subscriber growth, how the impending launch of its password-sharing initiative will play out, and what happens now that Reed Hastings has stepped down as CEO. "In Other News," we talk about how Peacock can right the ship and how many streaming services the average American subscribes to. Tune in to the discussion with our analysts Daniel Konstantinovic and Paul Verna.

On today's episode, we discuss whether Microsoft鈥檚 AI-powered Bing can take share from Google, if social platforms can compete with Amazon on product search, and what to make of the idea that Apple might release its own search engine. "In Other News," we talk about what watching Peacock in the metaverse looks like and how people feel about all of their subscriptions. Tune in to the discussion with our director of forecasting Peter Newman and analyst Max Willens.

Peacock boomed last year thanks to the Olympics, but that unsustainable increase will result in a slight decline this year, despite Peacock鈥檚 own NBA acquisition. Social network users have maxed out, and a pullback is imminent. Last year may have been the peak for social media in the US.

Over the past five years, Peacock launched, while Max, Netflix, Disney+, and Amazon Prime Video introduced ad tiers. With so much additional CTV inventory now available, marketers are paying less for streaming ad space than they used to. In H1 2024, US connected TV (CTV) ad impressions served by FreeWheel grew 14% YoY.

Netflix is already hot on the heels of Peacock, a platform that embraced ads from the very beginning, and not all that far behind longtime leader Hulu. Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.