Last month I reported on how the Peacock [NASDAQ: CMCSA] was performing through the first 10 days of the Winter Olympics:
Apptopia analyzed its consumer mobile panel to break down Peacock’s viewership so far; a little less than one third (27%) were new users to Peacock, who had never had a session on the app before. A little less than that (23%) we defined as Resurrected Users. These are people who had “churned” but were re-engaged by the Olympics. The remaining 50% of users were already active users of Peacock.
We followed these three cohorts in the two weeks after the closing ceremonies to see, at what level, Peacock was able to retain them.
Peacock retained 16.5% of new users. It retained 24% of resurrected users, and it retained 51% of its already active users. Its active user retention is on par for historical performance. Remember, when Apptoppia talks about churn and retention, they are usage statistics. We are not making claims about their physical subscriptions. Still, our mobile data does have high correlation with Peacock’s Ending Paid Subscriptions KPI.
The retained users of all three cohorts were those who were spending more time within the app. When comparing the first 10 days of the Winter Games to the two weeks after, Average Time Spent per DAU of new users increased 192%. This of course is not counting the users originally in this cohort whose time has gone to zero (churned). We’re just comparing the original group of new users to the ones who have remained using Peacock.
Keeping with the same methodology, resurrected users’ time spent per DAU increased 129%. Already active users’ time spent per DAU increased 67%.
“A 16.5% new user retention rate sounds modest, but these are people who had never opened Peacock before the Olympics,” said Tom Grant, VP of Research at Apptopia. “Getting one in six to stick around is a real conversion. The harder job is finding the next event that brings in the next wave.”
Downloads back to normal levels, which makes sense as content events drive temporary download increases when it comes to streaming video subscription apps. As eluded to above, Average Time Spent per DAU is up. So far in March, users are spending an average of 74.5 minutes/day while they spent an average of 66 minutes per day during the Olympics. Peacock launched several new pieces of content after the Winter Games such as Ted Season 2, The ‘Burbs, and The Traitors.
