Specialty SVOD, the segment of the streaming video industry comprising services that offer programming tailored to specific areas of interests, has seen robust growth in recent years, outpacing its Premium SVOD counterpart (albeit off a smaller base). According to Antenna data, Specialty SVOD Subscriptions grew 26.9% YoY in 2023, compared to Premium SVOD’s growth of 17% YoY. And looking at the first half of 2024, Speciality SVOD growth is up almost 20% YoY in contrast to just 7.7% YoY growth for Premium SVOD.
Total Speciality SVOD Gross Additions are up. There were 24M Gross Adds in FY 2022 and 32.2M in FY 2023; for 1H’24, Antenna observed 18.4M Gross Adds to the Speciality category. But with dozens of Specialty streaming brands, Share of Gross Adds is split across a wide variety of services. In Q2’24, AMC+ captured 15% of Gross Adds, followed by MGM+ with 14%, Crunchyroll with 12%, Britbox with 8% and BET+ with 7%. The remaining 20 services categorized by Antenna as Speciality SVOD captured 5% or less each of Gross Additions in Q2’24.
In Antenna’s Q3’24 State of Subscriptions Report, we dig into the dynamics of Speciality SVOD by examining:
- The size, growth, and opportunities within the Speciality SVOD category;
- The outsized roll Amazon plays in Specialty SVOD distribution;
- Bundling in the Speciality sector; and
- An early look at the performance of ad-supported Speciality SVOD.
Over the next few weeks, we’ll highlight some of the analyses featured in the report here on the Insights Blog.
If you’re interested in downloading your own copy of the full report, you can sign-up to receive it automatically on our homepage. If you’re already on our distribution list, check your email - we’ve sent out a download link to everyone who has opted-in to receive communication from Antenna. If you’re an existing Antenna client, you have exclusive access to a client-only expanded version of the Q3’24 State of Subscriptions report.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
* Premium SVOD includes 9 Services: Apple TV+, Discovery+, Disney+, Hulu, Max, Netflix, Paramount+, Peacock, and Starz. Specialty SVOD includes 25 Services: A&E Crime Central*, Acorn TV, ALLBLK*, AMC+*, BBC Select, BET+, BritBox, Cinemax, Crunchyroll*, CuriosityStream*, Fox Nation*, Gaia*, Hallmark Movies Now*, History Vault*, Lifetime Movie Club*, MGM+*, PBS Documentaries, PBS KIDS, PBS Masterpiece, PureFlix*, Shudder*, Sundance Now*, UP Faith & Family*, ViX Premium* and Zeus Network* (*denotes that Direct distribution is not covered)
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.
