September 1st, 2022, Lesley Simeon
Roughly a week after it was first reported that Walmart was seeking streaming partners to boost its own membership program, Walmart+ announced a deal with Paramount Global. As part of the two-year deal, Walmart+ members will get free access to the ad-supported “essential tier” plan on Paramount+, beginning September.
But how has the past year been for both subscription services?
Paramount+, to begin with, has performed well according to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily. The streaming service’s Index metric - which is an overall measure of brand health made up of Impression, Satisfaction, Quality, Value, Reputation and Recommendation scores, grew consistently – has grown from a net score of 8.3 on 1 April 2021 to a high of 14.5 by 15 August 2022.
Similarly, Paramount+ has performed well when it comes to winning customers – its Current Customer metric grew from a score of 7.1% at the start of our observation period, to 16.2% at the end of it.
As for Walmart+, its Index metric also grew from a net score of 6.4 on 1 April 2021 to reach 8 on 15 August 2022. Similarly, its Current Customer metric, which started at 5% at the start of our observation period, touched 7.8% at the end of it.
These are two brands on the up and the partnership will create a package of benefits which Walmart will hope can help it drive home its store-front advantage on competitors.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Walmart+’s and Paramount+’s Index score is based based on the average of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation, Recommendation scores and delivered as a net score between –100 and +100. The Current Customer score is based on the question: Are you a current subscriber or have you purchased services from any of the following brands in the past 12 months? And delivered as a percentage. Scores are based on an average daily sample size of 2827 US adults between 4 March 2021 and 15 August 2022 based on a four-week moving average. Learn more about BrandIndex.