Pursuing Scale in Premium SVOD

In our last post we unveiled a new quarterly report series we’re calling “Antenna’s State of Subscriptions,” with the first installment looking at Premium SVOD. As the market for Premium SVOD increasingly looks to focus on profitable growth, pursuing scale will continue to be an important factor. 

Streaming participants have been playing catchup with Netflix for several years, and to be competitive at scale, they have focused on raw topline growth. NBCU, Paramount, and WBD were especially successful at growing their Subscribers in 2022, as Antenna observed them accounting for 85% of Net Add growth in the category. 

This concentrated growth has realigned company-level market share for the category. As of 2019, Netflix had 43% of the category share. On the back of a successful Disney+ launch in November of that year, Disney had 37% share. WBD, Paramount and Starz split the remaining 19%. NBCU and Apple were not yet on the streaming map.

What a difference four years makes! Disney and Netflix still lead the category, but with significantly lower shares. Paramount (8% to 15%) and WBD (6% to 12%) have grown share substantially. And NBCU (9%) and Apple (7%) have come out strong.

If you're interested in reviewing the full report, send us an email and we'll share a copy with you.

For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.

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.