A Quick Look At Premium SVOD Quarterly Gross Additions

The market for Premium SVOD continues to be dynamic as consumers navigate the introduction of new service tiers and bundles, changes to pricing plans, and brand strategies. We decided to see how some of these factors are shifting the marketplace over time as subscription streaming services compete to attract new (and sometimes returning) users.

In Q3’23, Antenna observed Paramount+ had 17% of Premium SVOD gross additions for the quarter, an increase of +3pts compared to Q2’23. Peacock and Disney+ also saw increases in share of gross additions over the previous quarter of +2pts to 15% and +1pt to 9%, respectively. All other services either remained flat or saw modest declines in market share of gross additions QoQ. 

For context, it’s worth noting that Q3’23 marked the official integration of Showtime into the Paramount+ service. Additionally, Q3 included the start of the 2023/2024 NFL season—and both Paramount+ and Peacock carry NFL games.

For more detailed information on Antenna’s methodology and definitions of core metrics, please visit our methodology page.

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.