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New data suggests 'The Office' gave a boost to NBCUniversal's Peacock, but losing the show didn't hurt Netflix

Published by Business Insider on Mon, 22 Feb 2021


<p><img src="https://static2.businessinsider.com/image/57a36ddadb5ce91c008b4c1f/screen shot 2016-08-04 at 122804 pm.png" border="0" alt="the office" data-mce-source="NBC/Netflix"></p><p></p><bi-shortcode id="summary-shortcode" data-type="summary-shortcode" class="mceNonEditable" contenteditable="false">Summary List Placement</bi-shortcode><p>"The Office" is giving NBCUniversal's streaming service, Peacock, a boost after the show left Netflix.</p><p>But Netflix wasn't dealt a major blow by the show's departure.</p><p>The hit sitcom, which was consistently <a href="https://www.businessinsider.com/most-watched-movies-shows-2020-on-netflix-disney-plus-nielsen-2021-1#1-the-office-left-netflix-at-the-end-of-2020-now-streaming-on-peacock-20">one of Netflix's most popular shows</a> until leaving for Peacock this year, generated more signups to Peacock than when the service launched nationwide in July, according to the analytics company Antenna (it had soft launched for Comcast customers in April).</p><p>The show also drove 3.9 times the signups compared to the average December weekend, according to Antenna.</p><p><a href="https://www.businessinsider.com/wonder-woman-1984-helping-hbo-max-slow-box-office-data-2021-1">Antenna</a> pulls from a variety of opt-in panels like budgeting apps to track purchase and transaction data. The data excludes signups to Peacock's free tier.</p><p>NBCU declined to comment.</p><p>Peacock includes the free, ad-supported tier along with two paid subscriptions tiers: the ad-supported Premium, unlocks all of Peacock's content, and the ad-free Premium Plus. Peacock saw a 9 percentage point increase in subscriptions to the Premium Plus plan in the first two weeks of January compared to the month of December.</p><p>The chart below breaks down the data:</p><p><img src="https://static1.businessinsider.com/image/6033cd9738aa9f00185e02e1-2400/unnamed 6.png" border="0" alt="peacock antenna office data" data-mce-source="Antenna"></p><p>While this data doesn't include Peacock's free tier, previous Antenna data from December shed light on the make up of Peacock's signups.</p><p>It showed that Peacock and Apple TV Plus made up <a href="https://www.businessinsider.com/netflix-streaming-market-share-shrank-in-2020-data-2021-1">just 2% combined of streaming market share</a> in the US. Peacock had 26 million signups at the time and the data suggested the majority of those were free-tier signups since Antenna only accounted for the subscription tiers. Peacock <a href="https://www.theverge.com/2021/1/28/22253988/peacock-nbcuniversal-comcast-streaming-broadband">had 33 million signups</a> as of late January, Comcast said during its most recent earnings call.</p><p>The absence of "The Office" didn't seem to hurt Netflix much, however, which has 200 million subscribers worldwide and 67 million in the US. US Netflix subscribers that signed up for Peacock in January showed a 4.7% increase in churn compared to those who didn't sign up for Peacock. But less than 1% of Netflix subscribers signed up for Peacock in January, according to Antenna, so the overall churn rate wasn't impacted much.</p><p><a href="https://www.businessinsider.com/the-office-drove-peacock-signups-but-didnt-hurt-netflix-data-2021-2#comments">Join the conversation about this story &#187;</a></p> <p>NOW WATCH: <a href="https://www.businessinsider.com/candy-corn-ingredients-made-of-gelatin-lac-resin-halloween-sugar-syrup-2017-10">What candy corn is actually made of</a></p>
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