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Antenna Insights On The Subscription Economy

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September 3, 2025
Antenna Q3’25 State of Subscriptions Report: Specialty SVOD
The growth of Specialty SVOD remains in the double digits, but it is beginning to slow. Specialty SVOD subscriptions increased by 12% YoY at mid-2025, down from a 22% increase at mid-2024. Still, these targeted services, which appeal to passionate communities—such as genre fans, fandoms, and language-specific offerings—remain vital to the industry’s overall health.
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August 15, 2025
Niche And Loving It: The Changing Dynamics of Specialty SVOD
In recent years, the growth of Premium SVOD services has been outpaced by Non-Premium SVOD Services, which includes Specialty and Sports SVOD and vMVPDs.
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August 13, 2025
A Grown-Up Streaming Market
Over the past two years, the streaming video industry has seen a shift in focus to sustainable growth. After multiple quarters of double-digit acquisition growth, followed by spikes in churn as new consumer behaviors emerged, the U.S. streaming market continues to show signs of maturity.
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July 31, 2025
Consumers Couple Up With Peacock In June
It’s no secret that exclusive programming can drive subscriber acquisition to streaming services, and the most recent season of Love Island USA on Peacock is just the latest example.
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July 14, 2025
A Whole New Netflix
Netflix may be the “legacy” video streamer, but they are far from complacent. Netflix’s complexion today is markedly changed from the Netflix of three years ago. In recent years they have implemented a number of significant changes, including: Password-sharing crackdown; Ad tier launch; Live events, and Price increases.
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July 2, 2025
How Third-Party Distribution is Fueling SVOD Growth
Third-party distribution has become a significant part of the growth story for streaming video, particularly “channels” environments. Antenna estimates that 1 in 3 new streaming subscriptions in Q1'25 came through these stores—a sharp increase from just two years prior, with the vast majority via Amazon Prime Video Channels.
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Reports

September 3, 2025
Q3'25 State of Subscriptions: Specialty SVOD
In recent years, non-Premium SVOD services, which include Specialty and Sports SVOD, as well as vMVPDs, have grown faster than Premium SVOD services.
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May 20, 2025
Q2'25 State of Subscriptions: Adds & Ads
Advertising has become an entrenched part of the streaming landscape in a remarkably short period of time. Just two years ago, half of the Premium SVOD services didn’t even offer an ad-supported plan, and only about 1 in 3 subscriptions were opting in to ad plans. But today, things look pretty different. So for the Q2’25 edition of Antenna’s State of Subscriptions Report, we’re offering an updated look at advertising in the streaming ecosystem.
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February 25, 2025
Q1'25 State of Subscriptions: Premium SVOD Year in Review
2024 was an important year of maturation for streaming video overall and the Premium SVOD category. The category continues to grow double digits – Antenna estimates 10.4% year-over-year growth for Premium SVOD.
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December 20, 2024
Antenna's 2024 Top Subscription Insights
A look back at some of the top data-driven insights in the video streaming industry from 2024.
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September 3, 2025
Antenna Q3’25 State of Subscriptions Report: Specialty SVOD
The growth of Specialty SVOD remains in the double digits, but it is beginning to slow. Specialty SVOD subscriptions increased by 12% YoY at mid-2025, down from a 22% increase at mid-2024. Still, these targeted services, which appeal to passionate communities—such as genre fans, fandoms, and language-specific offerings—remain vital to the industry’s overall health.
See More
August 15, 2025
Niche And Loving It: The Changing Dynamics of Specialty SVOD
In recent years, the growth of Premium SVOD services has been outpaced by Non-Premium SVOD Services, which includes Specialty and Sports SVOD and vMVPDs.
See More
August 13, 2025
A Grown-Up Streaming Market
Over the past two years, the streaming video industry has seen a shift in focus to sustainable growth. After multiple quarters of double-digit acquisition growth, followed by spikes in churn as new consumer behaviors emerged, the U.S. streaming market continues to show signs of maturity.
See More
July 31, 2025
Consumers Couple Up With Peacock In June
It’s no secret that exclusive programming can drive subscriber acquisition to streaming services, and the most recent season of Love Island USA on Peacock is just the latest example.
See More
July 14, 2025
A Whole New Netflix
Netflix may be the “legacy” video streamer, but they are far from complacent. Netflix’s complexion today is markedly changed from the Netflix of three years ago. In recent years they have implemented a number of significant changes, including: Password-sharing crackdown; Ad tier launch; Live events, and Price increases.
See More
July 2, 2025
How Third-Party Distribution is Fueling SVOD Growth
Third-party distribution has become a significant part of the growth story for streaming video, particularly “channels” environments. Antenna estimates that 1 in 3 new streaming subscriptions in Q1'25 came through these stores—a sharp increase from just two years prior, with the vast majority via Amazon Prime Video Channels.
See More
June 12, 2025
To Ad or Not To Ad?
Two years ago, when ad-supported streaming was still finding its footing, we introduced Antenna’s Ad Choice segmentation to help the industry gain clarity around consumer choice related to ad-supported Premium SVOD and how these decisions change over time. We developed four different segment profiles: “Ad Avoiders,” “Ad Engagers,” “Ad Managers,” and “Ad Oblivious.”
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June 6, 2025
100M Ad Plans (Almost)?! Where Did They Come From?
Antenna estimates there were almost 100M ad-supported Premium SVOD subscriptions in the U.S. by the end of Q1’25, up from 53M just two years prior. That's a remarkable amount of growth in a relatively short period of time. So how did all of these ad-supported subscriptions come to be?
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May 20, 2025
Antenna Q2’25 State of Subscriptions Report: Adds and Ads
Advertising has become an entrenched part of the streaming landscape in a remarkably short period of time. Just two years ago, half of the Premium SVOD services didn’t even offer an ad-supported plan, and only about 1 in 3 subscriptions were opting in to ad plans. But today, things look pretty different. So for the Q2’25 edition of Antenna’s State of Subscriptions Report, we’re offering an updated look at advertising in the streaming ecosystem.
See More
July 31, 2025
Consumers Couple Up With Peacock In June
It’s no secret that exclusive programming can drive subscriber acquisition to streaming services, and the most recent season of Love Island USA on Peacock is just the latest example.
See More
July 14, 2025
A Whole New Netflix
Netflix may be the “legacy” video streamer, but they are far from complacent. Netflix’s complexion today is markedly changed from the Netflix of three years ago. In recent years they have implemented a number of significant changes, including: Password-sharing crackdown; Ad tier launch; Live events, and Price increases.
See More
July 2, 2025
How Third-Party Distribution is Fueling SVOD Growth
Third-party distribution has become a significant part of the growth story for streaming video, particularly “channels” environments. Antenna estimates that 1 in 3 new streaming subscriptions in Q1'25 came through these stores—a sharp increase from just two years prior, with the vast majority via Amazon Prime Video Channels.
See More
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