As of the fourth quarter of 2024, the number of Peacock's paid subscribers amounted to 36 million. After growing its subscriber base each quarter since 2021, the figure remained stable compared with the previous quarter.

Over **** of U.S. adults responding to a 2024 survey had signed up for a video streaming service and then canceled or paused the subscription after finishing the content they wanted to watch during the previous year. In general, more Paramount+ users and interests than Peacock consumers subscription-cycled.

As of 2021, the video streaming platform Peacock owned by Comcast had around **** million U.S. viewers, up from **** million reported in the previous year. According to the latest forecast, the number will continue to grow to over ** million users by 2026.

Peacock not only provides free ad-supported content, but has also a fee subscription-based pricing model in offer that includes a larger library.

The graph shows the likelihood of subscribing to NBCUniversal's new online video streaming service (Peacock) among adults in the United States as of March 2020, according to generation. The generation least likely to purchase a subscription to the service were Boomers, with 54 percent of those surveyed answering that they were not likely at all to sign up to Peacock upon its launch in 2020, compared to 31 percent of those in Generation Z. The generation most likely to subscribe were Millennials, with six percent very likely to purchase a subscription.

As of the first quarter of 2024, the majority of active accounts under Peacock were monthly premium subscriptions, with ** percent of respondents. Notably, ** percent of accounts were part of the free Peacock service and only **** percent of users have Peacock's premium plus yearly plan.

The Video On Demand Market size was valued at USD 97.19 USD Billion in 2023 and is projected to reach USD 291.69 USD Billion by 2032, exhibiting a CAGR of 17.0 % during the forecast period. Video On Demand (VOD) includes all video content requested on-demand by users. This could be premium movies or libraries of TV shows, sporting events or concerts. It could also include user-created video content. In addition, some IPTV operators are starting to offer the ability to see all the TV programs aired on their multichannel pay-TV channels in the previous 24 or 48 hours on demand. This video content is held in a constantly updated library hosted by their network. VOD systems typically distribute media using internet connections, so good bandwidth is important for best results for viewers. Popular platforms include Netflix, Hulu, Disney, Amazon Prime Video and many others. Recent developments include: January 2024: Evision expanded its strategic partnership with Disney Star. Through this collaboration, Evision aims to bring South Asian entertainment content to audiences across the Middle East & Africa (MENA)., August 2023: DistroTV entered a partnership with Network18. Through this partnership, users of DistroTV in India will be able to stream Network18's wide range of channels live and for free., July 2022: Netflix partnered with Microsoft to offer new ad-supported subscription plans. Through this partnership, Microsoft became Netflix's global ad technology and delivery partner to support all advertising needs., April 2022: Hulu developed U.S. streaming rights to Schitt’s Creek. By this acquisition, the company became the exclusive subscription VoD destination for the fan-favorite and critically acclaimed series "Schitt's Creek" in the U.S. , September 2021: Amazon.com Inc. launched prime video channels across India. The premium video channels provide access to several on-demand video channels, including Lionsgate Play, discovery+, Eros Now, Docubay, Hoichoi, MUB, Manorama Max, and Shorts TV for its prime members., July 2021: Comcast Corporation and ViacomCBS Inc. partnered to expand their streaming services in the international market. Comcast Corporation’s NBCUniversal Peacock has more than 42 million subscribers in the U.S. Also, ViacomCBS Inc.’s Paramount+ has around 36 million subscribers base for its video streaming platform. . Key drivers for this market are: Increasing Adoption of Smart Devices and Online Streaming Applications to Propel Market Growth . Potential restraints include: Concern Regarding the Privacy of Video Content to Hinder the Market Growth. Notable trends are: Enhanced User Experience and Ease of Use are Considered Emerging Trends.

In 2024, among current Paramount+-only subscribers from the U.S., nearly ** percent indicated interest in subscribing to a potential Peacock-Paramount+ bundle. Conversely, nearly half of consumers not paying for both options expressed intentions of subscribing to such a consolidation. These findings suggest that a bundled service could not only be appealing to existing subscribers of both Peacock and Paramount+, but also to non-customers.

According to a survey conducted in the United States in May 2021, ** percent of subscribers to the over-the-top video streaming service Peacock watched it every day. Over one in four respondents used Peacock several times a week.

Peacock offers three service options. The free version is ad-supported and only a part of the service's content is accessible. To watch the full library, users have to subscribe to Peacock Premium, which is however also advertising-based. For an additional fee, Peacock Premium Plus customers can watch the content without ads.

A 2023 survey found that Amazon Prime Video and Hulu were the SVOD services in the U.S. consumers would most likely keep, with ** percent of respondents stating to plan to hold on to these platforms. Netflix saw the highest decline in the share of subscribers agreeing to keep this service compared with the previous years, while the shares of Apple TV+ and Peacock subscribers remaining loyal increased.

A survey conducted in 2023 found that more than ** percent of Netflix, Disney+, and Max customers from the U.S. use the ad-free versions of the respective platforms. By contrast, Hulu and Peacock subscribers were keen on plans with commercials, with ** percent and ** percent of adults subscribing to the platforms' ad-supported tiers.

A study released in November 2022 revealed that most U.S. subscribers to ad-supported video-on-demand tiers or ad-free plans were white, whereas just **** percent were Asian. Both white and Asian users, as well as Hispanic Americans, preferred ad-free plans, whereas Black subscribers were more likely to use ad-supported tiers than ad-free options.

The majority of titles from NBCUniversal's streaming service Peacock were supplied by NBCU upon its launch in July 2020, with 72.9 percent of all content sourced from NBCU. The OTT subscription video on demand has a multi-tiered platform, with users able to access content with or without ads, depending on the subscription fee. The free content within the service's library included content from Viacom, A&E and CBS.

Among video streaming services that provide both ad-supported and ad-free plans in the U.S., Peacock added the most ad-supported subscriptions in the third quarter of 2024. Nearly ** percent of new sign-ups went to its ad-based tier. All streaming providers experienced a growth in ad-supported subscription additions within *** year.

Netflix remains the most used video streaming service in the U.S., however, its dominance has been challenged in an overcrowded market. A few years ago, half of its competitors, such as Disney+, Apple TV+, and Peacock, did not exist. A survey from September 2022 found that over ***** in four U.S. households had a Netflix account, closely followed by Amazon Prime Video, with ** percent of respondents stating to subscribe to the service. In comparison, Discovery+ was only used by **** percent of households. Shift to ad-supported content The subscription video-on-demand (SVOD) market has recently been struggling in order to retain customers. Not only Netflix lost a substantial number of subscribers, but also Disney+ and Hulu, especially in the saturated U.S. market. As streaming viewers look to cut costs, they canceled several expensive SVOD services and signed up for cheaper options. From 2019 to 2022, the share of subscriber additions to lower-cost ad-supported subscription services jumped to ** percent. Meanwhile, ad-free subscription tiers were falling out of favor. Subscription cycling With increasing subscription fees and so many SVOD platforms and content to choose from, many consumers have found another way to save money but also keep up with all the new TV shows and movies – subscription cycling. According to a survey from 2023, ** percent of respondents in the U.S. have signed up for a service to watch a specific TV series, up from a share of ** percent in the previous year. Streaming services with a small content catalog, like Apple TV+ and Paramount+, were most likely to be watched for only one program.

Netflix had the most expensive subscription plan among video streaming services in the U.S., with its ad-free premium tier costing just under 23 U.S. dollars per month as of October 2024. By contrast, the streaming giant’s most basic plan supported with ads costs subscribers nearly seven U.S. dollars on a monthly basis. Peacock and Paramount+ were priced lower than the larger, more established SVOD providers like Netflix, Max, and Disney+, with the latter recently increased their fees. Consumer behavior after price hikes Video streaming services regularly increase their subscription costs. However, in light of recent economic developments, it is particularly taxing for consumers who must decide whether they can still afford the luxury of having multiple streaming subscriptions. According to a 2024 survey, the main reasons for consumers to stop the use of streaming offers were cost-related, and they are increasingly looking for alternative monetization models and bundling options. DTC business under pressure In order to keep their customers engaged and boost income, streaming providers needed to take action. Disney, for example, not only increased subscription fees, but also announced several cost-cutting measures to become profitable in the direct-to-consumer business in the upcoming years. These included laying off thousands of employees and reducing content spending by removing TV shows and movies from their services.

According to a February 2024 forecast, the majority of U.S. viewers are estimated to subscribe to the ad-supported tier of Amazon Prime Video, with nearly ************ users opting for this plan by the end of the year, followed closely by Peacock, with about ** percent of subscribers. In contrast, Disney+ is likely to have around *********** people using the subscription with ads tier, while Netflix's ad-based option will probably only reach *** percent of subscribers.

In the United States, more video streaming users subscribed to the ad-supported versions of Hulu, Paramount+, and Peacock as of **********. Between ** and ** percent of respondents to the survey used the platforms' ad-free versions. By contrast, the share of U.S. consumers who subscribed to ad-free HBO Max and Discovery+ was higher than that of advertising-based viewers.

As of early 2025, the top ad-free SVOD services Netflix, Disney+, Apple TV+, Hulu, Max, Paramount+, and Peacock combined cost nearly as much traditional pay TV in the U.S., with ***** U.S. dollars compared to around *** dollars. By contrast, subscription streaming services with ads cost around **** the amount of a pay TV service.

According to a survey from July 2023, the share of subscribers in the United States considering canceling their subscriptions to Paramount+, Peacock, and Apple TV+ were the highest, with over ** percent of respondents saying they might cancel based on their general satisfaction with these services. If original programming is significantly delayed as a result of the WGA and SAG-AFTRA strikes, the churn rates could be even higher, at over ** percent. However, Hulu is likely to be most impacted by production delays, as **** percent of U.S. subscribers said they may cancel their subscription for this reason, a growth rate of *** percent compared to the share of consumers who might cancel based on their satisfaction. How will the strikes hit scripted TV content? In May 2023, thousands of film and television writers in the U.S. went on strike to demand higher pay, fairer contracts, and an improvement of AI regulations in their industry. About two months later, Hollywood’s actors joined the strike, pointing out similar issues. As a result of the labor disputes with the studios and streaming services, over **** of scripted TV shows are predicted to be delayed or even canceled between September 2023 and April 2024. What to watch when content is delayed? While some consumers would cancel their streaming services and watch less video content in general if new productions were to be significantly delayed, there are other options to meet the viewers’ entertainment needs. Over ** percent of U.S. respondents to a survey would watch TV series and movies they have already been meaning to watch. Looking for existing content that is not on the watch lists, rewatching TV shows and movies, viewing independent content creators, and consuming more unscripted content were further alternatives.

During the first quarter of 2024, Max was the highest grossing streaming app in the United States, with revenues of around 244 million U.S. dollars. Disney+ ranked second, as it grossed 220 million U.S. dollars in the region. Peacock followed, counting around 145 million U.S. dollars in revenues during the examined period.