According to analysts at JPMorgan, streaming service Peacock has outperformed, while other major platforms have decelerated.
The bank said Peacock downloads were strong in January, increasing 28% month-on-month to the highest level since December 2022, when the World Cup was being shown. JPMorgan attributes the January strength to the platform's exclusive NFL Playoff game on January 13.
"On a year-over-year basis, downloads increased 21% following fourth consecutive months of declines (-36% y/y in December and -18% y/y in
November)," JPMorgan explained. "However, January DAUs were up 10% m/m and up 4% y/y while MAUs improved 3% m/m (declining 2% y/y). This drove a m/m improvement in engagement to the highest level since Oct'23."
Elsewhere, the bank said Netflix's (NASDAQ:NFLX) January global daily active user (DAU) growth decelerated to +3% year-on-year, while Amazon (NASDAQ:AMZN) Prime Video's January global DAU growth decelerated to +10% year-on-year.
Furthermore, Paramount+ downloads declined 19% month-on-month in January as trends continued to normalize following the return of live sports in the fall.