Premium SVOD: The Rise of New Players and Explosion of Consumer Choice

This post is a section from Antenna's 2021 Year in Streaming Report. If you are interested in receiving the full report, contact

The Premium SVOD category experienced growth in 2021 that differs drastically – both in complexion and volume – from the prior two years.

This past year saw +57% more Net Subscriber Additions than 2020 (and 2019), from +26.9M to +42.2M. Paramount+, AppleTV+, Peacock and Discovery+ were the primary drivers of that growth; combined those services took 82% share of Net Subscriber Adds.

This is a dramatic change from the category’s previous growth dynamic. For years, Premium SVOD’s growth was driven by incumbents Netflix andHulu. In 2019, following its explosive November launch, Disney+ captured 63%of Net Subscriber Adds. In 2020, Disney+ and Hulu combined were responsible for 40% of the category’s growth. By 2021, the two Disney-operated services took just 6% of growth.

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.