Hollywood’s succumbed to streaming fever, but subscribers are starting to recover.
That’s the message from London’s Kantar research, which just reported new U.S. streaming subscriptions slid in 2021’s 2nd quarter. Kantar said 3.9% of U.S. households signed up for new streaming subs in Q2 vs.12.9% in Q2 of 2020, explaining, it’s “the smallest growth in new subscribers we have recorded.”
Of all U.S. streamers, Amazon Prime was tops for landing new subs, per Kantar, with free trials during 2020’s pandemic lockdown a key factor. Some 31% of Amazon’s free trials were converted to paid. Only Apple TV+ did better – with 37% of its freebies turning paid.
There was good news for WarnerMedia in Kantar finding its new corporate partner Discovery’s SVOD service was #2 for adding new subs. Discovery+ accounted for 1 in 10 new SVOD subs in Q2.
What are all those streaming households watching? All 3 top titles, per Kantar, are original series – not over ballyhooed day & date theatrical tentpoles! WANDAVISION (pictured) on Disney+ was #1 for the 2nd consecutive quarter. Hulu’s THE HANDMAID’S TALE placed 2nd & HBO Max’s MARE OF EASTTOWN finished 3rd.