Amazon Prime Video remains top streamer for new subscribers in Q1: Kantar
Amazon Prime Video remained the streamer with the most new streaming video on demand (SVOD) subscriptions in Q1 2023, with value for money as the primary driver, according to a Kantar study.
The quarterly research, titled ‘Entertainment on Demand’, found 22.7% of new SVOD subscriptions in Q1 went into Prime Video.
[click to enlarge]: New subscription shares
Foxtel’s Binge, which launched its ad tier at the end of this quarter, attracted 11.9% of all new accounts in second place.
However, the company’s sports streaming app, Kayo, was the one that witnessed the biggest growth in new sign-ups thanks to the AFL and NRL seasons.
It accounted for 7.7% of new subscriptions this quarter, a major increase from 0.5% in Q4 2022 but a slight dip from 9.8% in the previous corresponding period (Q1 2022).
In this quarter, 61.5% of Australian households subscribed to at least one video streaming service, representing an increase of 10,000 households compared to the previous quarter, bringing the total number to 6.12 million.
The total number of service cancellations has decreased to 1.15 million, and was mainly driven by the desire to save money.
30% of cancellations were also due to households not regularly using the service and feeling that they were not receiving the desired value.
[click to enlarge]
The Last of Us was the most recommended and most enjoyed SVOD title in Q1 2023 and was the top title driving acquisition of new Binge customers, with Netflix’s You and Wednesday were the next most enjoyed titles for the quarter.
Speaking on Mumbrellacast last month, Foxtel Media’s CEO Mark Frain said the introduction of ‘Basic’ ad tier has “gone very well”.
Going forward, Frain said at the time that there was a lot of confidence in the market and from clients in moving forward with Binge’s ad product, but remained level-headed about the outlook.
“Let’s get to the end of the campaign period and make sure we deliver from that perspective, and I think if we do that, there’ll certainly be repeat investment from there.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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