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SENSOR TOWER · ABRAHAM YOUSEF · SEPTEMBER 2023
Small Screen: Max and Peacock growth in August 2023
Despite a slowdown in user growth for major SVOD apps after summer, Max and Peacock experienced single-digit YoY growth in MAUs due to sports-related content. Meanwhile, FAST services have gained momentum, with impressive download and MAU growth, appealing to consumers seeking free alternatives to paid SVOD services.
Key Takeaways:
The timely return of NFL-focused docuseries Hard Knocks on Max and the ongoing popularity of live sports streaming of Premier League matches on Peacock in Aug’23 contributed to 4% MoM growth in MAUs for each service, while others such as Netflix, Disney+, Prime Video, Hulu, and Paramount+ saw MAUs remain largely flat MoM
On a YoY basis, legacy SVOD apps Netflix and Hulu continued to display the most weakness in MAU growth with average MAUs in Aug’23 down 10% and 16% YoY, respectively. Despite the release of the Star Wars IP-inspired series, Ahsoka, in Aug’23, Disney+ saw MAUs remain largely flat YoY
Prime Video saw MAUs increase 4% YoY, driven by the lapping of localized streaming launches in Indonesia, Thailand, and the Philippines in Aug’22. Peacock saw MAUs increase 4% YoY in Aug’23, driven by the expansion of both its serialized streaming content and its live sports streaming content, while Paramount+ saw the most outsized YoY MAU growth (+36% YoY) as the service benefitted from deeper expansion in the European market over the past year
Free ad-supported streaming TV (FAST) apps have exhibited impressive download and user growth throughout 2023 as consumers remain hungry for content but are more cost conscious, causing many to rethink paid monthly services. Downloads and MAUs for the FAST cohort (save for Amazon Freevee) are up an impressive 50% and 25% YoY, respectively, through 2023 YTD
Pathmatics by ST data shows that Sling has dedicated a majority (~30%) of its 2023 US ad spend towards Facebook and merely 1% to TikTok, unlike rivals, suggesting a focus on capturing a more mature demographic. Other FAST services (such as Philo, Pluto TV, Freevee, and Tubi) all dedicated +10% of US ad spend throughout 2023 YTD towards TikTok
For more information, request the full report from reports@sensortower.com.
