Antenna Insights On The Subscription Economy

Antenna has developed a new way to evaluate the role programming plays in streaming: Show Premiere Acquisition. Shows are evaluated relative to their premiere dates, enabling an apples-to-apples comparison of how many of a service's new sign-ups viewed specific programming.

The industry overall has had a particularly difficult time understanding Traditional Cord Cutters in the U.S. — those leaving a traditional pay-TV provider (MVPD) — because no single vantage point could see the full journey.

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.

FOX One, with the exclusive English-language streaming rights in the U.S. for FIFA World Cup 2026, brought in 2.8M Sign-ups in June 2026, according to Antenna estimates. It is the largest acquisition month observed since the service launched in August 2025.

In light of FOX's June 15 announcement of plans to acquire Roku, we wanted to take a closer look at how Roku is performing relative to the broader U.S. streaming market. As of May 2026, Antenna estimates Roku Apps and The Roku Channel together accounted for 24.4M U.S. SVOD Subscriptions — a 4.5% share of the market...

Ad Managers — those Premium SVOD consumers who have selected both ad-free and ad-supported plans across the streaming services they pay for — now represent 40% of Premium SVOD individuals in the U.S., according to Antenna estimates. Ad Managers and Ad Takers (32%) together represent 72% of Premium SVOD individuals.