After several high-acquisition events (including Love Island, the World Cup, and the start of the NFL Season), Antenna observed 36.8M Gross Additions to Premium SVOD services in Q3’26. Cancels reached -38.5M for the quarter, resulting in negative net growth for the category.
Q3’s -1.7M loss in subscription growth for Premium SVOD represents the first quarterly net loss since Q3’25. It’s important to note that Q3 typically sees slower growth compared to other quarters. That slower growth, combined with the conclusion of high-acquisition events from earlier in the quarter – like July’s World Cup final and the Love Island finale – likely led to the increase in cancellations.
A month-by-month look at Premium SVOD subscription growth shows September’s return to sports and fall programming aligns with the concentrated growth typically seen in the fall. Subscription growth losses in July and August were followed by 546K Net Additions in September 2026, an increase of +2.4M MoM. Cancels in September decreased by 1.1M MoM, and Gross Additions increased by 1.3M MoM.
The quarterly market share for Premium SVOD Gross Additions shows similarities to where it was a year ago, with Paramount+ and Hulu holding similar narrow market share leads. Antenna estimates Paramount+ and Hulu with the highest shares across the category, each with 16%.
Hulu, Disney+, and Apple TV each increased their share of gross additions compared to Q2’26.
For more detailed information on Antenna's methodology and definitions of core metrics, please visit antenna.live/methodology.
