Antenna estimates 35% of US SVOD consumers have now transacted with a Specialty SVOD service, up from 26% two years ago, according to the latest State of Subscriptions Report, released today. Between Q2'24 and Q2'26, the number of consumers who have ever transacted with a Specialty SVOD grew 55%, from 41.0M to 63.6M. In the past year alone, 12M consumers tried a Specialty SVOD service for the first time.
Behind that expansion, Specialty SVOD Subscriptions grew 14% YoY in Q2'26, more than double Premium SVOD's 6% growth, and outpacing the 7% growth of the total SVOD category. Antenna now tracks 42M total Specialty SVOD Subscriptions across 31 services. The base has expanded consistently: Specialty posted positive Net Additions in 9 of the last 10 quarters.
Premium and Specialty SVOD are moving at different speeds: Premium growth has decelerated while Specialty growth has held, and a rising share of streaming consumers are finding their way to Specialty SVOD.
This installment of Antenna’s State of Subscriptions Report provides a data-driven examination of the key trends for Specialty SVOD over the last year, including closer looks at category growth, distribution strategies, and new entrants. To download your own copy of the full report, you can access it here.
This quarter, we’re also offering an on-demand webinar in which Antenna CEO Jonathan Carson, Vice President of Strategy Brendan Brady, and Insights Manager Brooke Kilker review the report’s key findings and share valuable perspectives on the data. You can watch the report’s companion webinar on Antenna’s YouTube channel.
If you’re already on our distribution list, check your email; we’ve sent a link to the report and webinar to everyone who has opted in to receive correspondence from Antenna. Antenna clients have exclusive access to a client-only expanded version of the Q1’26 State of Subscriptions report. Want to become an Antenna client? We want that, too. Drop us a line and let’s chat.
For more detailed information on Antenna's methodology and definitions of core metrics, please visit antenna.live/methodology.
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