Industry News

Parrot Analytics: Peacock users prefer catalog content to originals

29 July, 2021

Research firm Parrot Analytics July 29 released an analysis of the Peacock streaming service showing relatively strong demand for catalog content but tepid interest in its original programming.

Looking at Peacock’s performance in the U.S. streaming market, Parrot Analytics found the streamer’s U.S. share of demand for on-platform content in the second quarter of 2021 (April through June) was 8.4%, putting it in fifth place overall, just above Paramount+ (7.9%) and slightly behind HBO Max (9.8%). Hulu led with 21.4%, followed by Netflix at 18%.

Peacock, with more than 20 million subscribers, appears to be successfully leveraging its large library of legacy content and shows still airing on linear TV. However, under the assumption that highly in-demand exclusive content, particularly platform originals, are generally what drive new subscribers to sign up for a service, Parrot found that Peacock has yet to take off, accounting for just 1.4% of the U.S. digital original demand share in Q2 2021.

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