This post is a section from Antenna's 2021 Year in Streaming Report. If you are interested in receiving the full report, contact email@example.com
Although 2021 was quite a large year of growth for the Premium SVOD category, it was also a highly volatile year, with a record number of Cancels.
Gross Additions in 2021 were up +54% YoY and +122%vs. 2019. Cancels grew +52% YoY and +159% vs. 2019. This volatility highlights both the opportunity and challenge facing SVOD services.
On the positive side, consumers have shown that they are increasingly open to considering new SVOD offerings - especially if, as noted in Figures 4, 7, and 8, the offering is tied to a tentpole programming moment, juiced by a promotion, or part of a lower-cost ad-supported plan.
On the negative side, consumers are managing their portfolio of services with more rigor and canceling more frequently.
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.