Black Friday, the de facto start of the holiday shopping season in the U.S., is a big deal for shopping in general, and streaming video is no exception. Many streamers now provide deep price promotions, sometimes via annual plans that can keep churn steady. It has become a major moment of new acquisition for streaming. In anticipation of this year’s promotions, we’re taking an updated look back to see how streamers’ Black Friday promotions performed in 2024.
Antenna continues to observe an increase in consumers taking advantage of holiday-specific promotional pricing. Among the Premium SVOD services that offered Black Friday promotions in 2024, Antenna estimates there were 8.3M Sign-ups, an increase of +31.7% over the 6.3M Black Friday Sign-ups in 2023.
Antenna estimates that Hulu alone saw 2.4M Sign-ups, roughly 29% of all Premium SVOD Sign-ups via Black Friday 2024 promotions, a +51% increase from the approximately 1.6M promotional Sign-ups in 2023. Antenna observed 1.4M Black Friday 2024 Sign-ups to Disney+, up +250% from an estimated 400K Sign-ups in 2023. HBO Max was the only service to see declines; Antenna estimates HBO Max generated 900K Sign-ups via Black Friday promotions in 2024, a decrease of -14% from an estimated 1.1M Sign-ups in 2023.
Antenna observed that subscribers who sign up for a service via a Black Friday promotion had better retention rates, thanks to deals on annual plans. Looking at the survival rate of those who signed up for a Premium SVOD service during the 2023 Black Friday promotional window, Antenna estimates that 36% remained subscribed 12 months later.
In comparison, among those who signed up for a Premium SVOD service via a non-Black Friday promotion in 2023, 31% were still subscribed to the service 12 months later, -5pts lower than Black Friday Promotions. Among all Premium SVOD Sign-ups in 2023, 34% were still subscribed 12 months later, -2pts lower.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
