"These steep discounts are highly successful at bringing in new subscribers, according to new data from Antenna, which was shared exclusively with Business Insider ahead of its release. About 8.3 million people in the US took advantage of Black Friday promotions for streaming services in 2024, up more than 31% from the 6.3 million who scored such deals in 2023, Antenna found."
"Disney's streamers are among the most popular on Black Friday. Hulu brought in an industry-high 2.4 million subscribers in the Black Friday window last year, up 51% from 2023. Disney+ was third behind Paramount+ with 1.4 million sign-ups, thanks in part to a deal that gave customers both Disney+ and Hulu for 70% off at $3 a month for 12 months. "Customers aren't stupid," a Disney streaming employee said. "If they want to sign up in September, they might wait until Black Friday in November.""
Black Friday streaming promotions produced large subscriber gains, with steep discounts sometimes exceeding 70%. Data from Antenna shows about 8.3 million US customers used Black Friday streaming promotions in 2024, up over 31% from 2023. More than a quarter of US streaming sign-ups in the final two months occurred in the Thanksgiving-to-early-December window, compared with roughly 23% in 2023. Customers who sign up on these deals cancel at slightly lower rates than other customers. Major platforms saw big spikes—Hulu added 2.4 million and Disney+ 1.4 million sign-ups—while heavy discounts risk reducing revenue and conditioning timing of sign-ups.
Read at Business Insider
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