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Streamers are offering generous Black Friday promos — but they’re a double-edged sword

Mark Ruffalo
Streaming fans can watch “Task” on HBO Max, which is offering a Black Friday deal of $3 a month for 12 months.

  • Black Friday is one of the best times of the year to get a streaming subscription.
  • US streaming sign-ups on Black Friday deals surged last year.
  • While these sales are a proven way to add customers, streamers risk hurting their profits.

Streaming services may have a problem: their Black Friday deals are wildly popular.

The Friday after Thanksgiving has long been known for its blockbuster sales, marking the unofficial start of the holiday shopping season. Streamers have spent the last few years celebrating in style, with massive markdowns of more than 70%, in some cases.

These steep discounts are highly successful at bringing in new subscribers, according to new data from Antenna, which was shared exclusively with Business Insider ahead of its release.

About 8.3 million people in the US took advantage of Black Friday promotions for streaming services in 2024, up more than 31% from the 6.3 million who scored such deals in 2023, Antenna found.

BF streaming signups Antenna
Streaming customers are catching on to Black Friday deals, as they’re increasingly popular.

In 2024, more than a quarter of all US streaming signups in the last two months of the year came in the week or so between Thanksgiving and early December. That percentage was about 23% in 2023. And those who snag these offers cancel at slightly lower rates than other customers, Antenna found.

BF streamer survival rate
Subscribers on Black Friday deals are slightly more likely than others to stay throughout the year.

Customers now expect Black Friday firesales

However, these generous deals aren’t all gravy for streamers. Not only are these customers paying far less than full price, but they may be conditioned to expect heavy promotions.

“Customers aren’t stupid,” a Disney streaming employee said. “If they want to sign up in September, they might wait until Black Friday in November.”

Disney’s streamers are among the most popular on Black Friday. Hulu brought in an industry-high 2.4 million subscribers in the Black Friday window last year, up 51% from 2023. Disney+ was third behind Paramount+ with 1.4 million sign-ups, thanks in part to a deal that gave customers both Disney+ and Hulu for 70% off at $3 a month for 12 months.

BF signups
Hulu brought in the most customers in the Black Friday corridor last year.

Only HBO Max, which at the time was called Max, reeled in fewer subscribers last Black Friday than the year prior. Its sign-ups fell 14% to 900,000 for its offer, which was $3 a month for its ad plan for six months. HBO Max seems to have stepped up its sale this year by offering that same price for a full year instead, even after raising its typical price by $1.

Media companies hope these eye-catching promos will draw in those who’ve never tried their services, and then they can hook subscribers on their content, build habits, and keep them.

While customers on these deals pay less, streamers have determined it’s worth the risk to land them in a highly competitive landscape.

Two other Disney streaming employees said its holiday promotions are chiefly about getting people in its Disney+ and Hulu bundle, betting that customers who sample it will stay. Package deals have “really strong retention,” one employee said, including the Disney bundle with HBO Max.

The days of streamers adding subscribers at any cost may be over, as media companies raise prices and focus on growing engagement and profitability. But this Black Friday is again showing consumers that there are some streaming deals to be had.

Read the original article on Business Insider
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Tashkent is experiencing a significant decline in air quality, prompting President Shavkat Mirziyoyev to sign a decree on November 25 implementing urgent environmental measures. According to the presidential press service, the decree establishes a special commission to take immediate steps to stabilize the situation.

The decision follows a high-level meeting on November 24 chaired by Saida Mirziyoyeva, head of the Presidential Administration, to discuss “urgent measures to improve the ecological situation in Tashkent.” Experts at the meeting presented a series of short, medium, and long-term proposals, ranging from immediate restrictions to structural reforms aimed at preventing future pollution spikes.

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In response to the prolonged dry conditions, the Muslim Board of Uzbekistan announced the performance of istisqo, a traditional Islamic prayer for rain, to be held on November 28 following Friday prayers in mosques nationwide. “In Islamic history, istisqo has been performed during periods of drought, and its benefits have been noted in hadith literature,” the Board stated. Teachers and students from Islamic institutions will also recite the entire Sahih of Imam al-Bukhari before the prayer.

This call for collective prayer comes as climate change continues to intensify environmental stress in Uzbekistan. According to a newly released Atlas of Environmental Change by the UN Environment Programme (UNEP), Uzbekistan’s average annual temperature has risen by 1.6°C over the past 60 years, nearly three times the global average of 0.6°C. In the Aral Sea region, warming has reached 1.8 to 2.5°C, contributing to more frequent droughts, particularly in summer and autumn, and placing further strain on already limited water resources.

UNEP describes Uzbekistan’s water resources as “among the country’s most valuable and vulnerable,” noting that they depend almost entirely on sources located outside its borders. The atlas highlights the increasing importance of integrated water-resource management and cross-border cooperation, which officials say have already helped address local water-security issues. The agency also points to the adoption of water-saving technologies such as drip irrigation, which are critical to sustaining the country’s irrigated agricultural sector, the backbone of many rural economies.

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