Study: Peacock Had the Most Growth of Any Streaming Service in 2021




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With 2021 behind us, we keep getting more detailed info about the big picture of what went on in the world of streaming last year. A new report by Diesel Labs reveals that while it may not be the biggest streaming service, Peacock was the one with the highest growth rate in 2021.

The NBC-owned streamer grew +377% last year, more than any of its competitors. Apple TV+ was second in terms of growth, with 93% of its engagement coming from new subscribers.

While Netflix is obviously the gold standard in terms of a subscriber base, the long-running service only saw 32% growth year over year since it has had plenty of time to saturate the market.

In an audience analysis, the report shows that Netflix, Disney+ and HBO Max have the viewers with the most common interests. These three streaming services saw the most audience overlap, with 7% overlap amount the Netflix and HBO Max audiences, a 2% overlap between Disney+ and HBO Max, and a 5% content engagement from all three platforms.

As for what viewers were watching, Netflix took the crown with its drama/thriller series Squid Game as the Original release with the highest audience engagement. Superhero content swept the next four spaces with Disney+’s WandaVision, Loki, and The Falcon and the Winter Soldier, and Zack Snyder’s Justice League on HBO Max.

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