In place of our usual quarterly State of Subscriptions report, we’re ending the year with a look back at some of the top data-driven insights in the video streaming industry from 2024 and will be highlighting these here on the Antenna Insights Blog through December 20.
Consumers continued to embrace ad-supported streaming options in 2024. Antenna data shows that as of Q3’24 ad-supported tiers represented 43% of all subscriptions among those services that offer ad plans, a YoY increase of +11pts compared to Q3’23, and ad-supported tiers grew +49.8%, while ad-free fell -5.0%.
Over the last four quarters, among streaming services that offer both ad-free and ad-supported plans the majority of Gross Additions have been ad-supported, with Gross Adds reaching 56% in both Q1’24 and Q3’24. Ad-Supported Gross Adds grew 48.9% YoY (vs Q3’23) while ad-free Gross Adds declined -13.6% over the same period.
Across the nine services that offer both ad-free and ad-supported plan tiers, Antenna observes all services have seen an uptick in share for ad-supported Gross Additions when comparing Q3’24 to Q3’23.
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.
