"Irony is the NFL finally being fully available to cord-cutters just as streaming has begun to bundle itself a la traditional TV. You're probably already aware of streaming being in its aggregator era. I mean, former WarnerMedia CEO John Stankey declared his intent to make HBO Max an aggregator back in 2019 - the media company has gone through three name changes and two corporate restructurings since then."
"But maybe you're fuzzy on what's driving this streaming aggregation trend. Or perhaps you're unsure how much aggregation is actually happening. Or possibly you're wondering what impact the NFL crossing the streaming rubicon could have on the streaming subscription market. Me too. Which is why I've pulled six charts that seem to surmise the current conditions facing subscription-based streaming services."
"Streaming subscription growth is slowing Streaming subscriber churn has held steady Subscriber churn is most acute among specialty streamers and sports-centric services Most young people are subscribing to streaming services through aggregators People who subscribe through aggregators subscribe to more streamers Subscription sign-ups during NFL season are more prone to churn What we've heard "It's volume over rate. We're capitalizing on that where we can." - An agency executive on current streaming ad pricing economics"
Streaming subscription growth has slowed while the overall number of subscribers remains affected by steady churn. Churn rates are highest for specialty and sports-focused services. A growing share of younger consumers subscribe through aggregators, and those who use aggregators hold subscriptions to more streaming services. Subscription sign-ups during the NFL season exhibit higher churn risk. Current streaming ad economics favor volume over price, according to industry sources. Notable benchmarks include 17.3 million viewers for YouTube’s Chiefs-Chargers broadcast, TikTok claiming 200 million users in Europe, and a 158-day lead time announced by NBCUniversal ahead of the next Super Bowl.
Read at Digiday
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