The Super Bowl is a Super Driver for Premium SVOD

In advance of Super Bowl LVII, Antenna analyzed data from the past two years to better understand how the NFL’s Big Game has driven growth among Premium Entertainment SVOD services. 

The 2021 and 2022 Super Bowls were available on Paramount+ (then CBS All Access) and Peacock, respectively, and Antenna’s data shows that both services saw increased Sign-ups. Peacock saw 7% more Sign-ups on Super Bowl Sunday in 2022 than Paramount+ did in 2021.

Interestingly, users who subscribed to Paramount+ on Super Bowl Sunday in 2021 were 5pts more loyal than the 8-week Benchmark. 

While Sunday’s Super Bowl will be televised nationally on FOX, unlike the past two years it will not be available to stream on a Premium Entertainment SVOD service. At Antenna, we’re curious to see if this year’s game serves as a boon to subscriber acquisition for vMVPDs or NFL+, the league’s mobile-only streamer, and if they do see a spike in new users, we’ll be keen to monitor those cohorts’ subsequent loyalty. 

Definitions and details on Antenna’s methodology can be found here.

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.