U.S. Consumers Are Embracing Specialty SVOD

As the streaming market continues to mature and consumers grow more comfortable with the user experience, Specialty SVOD – the segment of the streaming video industry comprising services that offer programming tailored to specific areas of interests – is reaping the benefits. Specialty SVOD has seen robust growth in recent years with the share of total streaming customers who have transacted with Specialty services steadily increasing each quarter.

In Q2’22, Antenna measured 129.1M users in the SVOD category overall, with 24.5M (or 19%) having paid for a Specialty service. By Q2’24, the total SVOD consumer base grew more than 30% to 168.3M, and the number of users who had transacted with Specialty SVOD grew +110% to 51.4M, or some 31% of all U.S. streaming video consumers.

Antenna data shows that among those consumers who have paid for Specialty SVOD 66% have only subscribed to one Specialty SVOD service. While some do opt for multiple services, there remains an opportunity for both the services themselves and distributors to present Specialty service options to a broader audience.

For more insights on the Speciality SVOD market, check out Antenna’s Q3’24 State of Subscriptions report - you can sign-up to receive your own copy on our homepage. 

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

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^{* 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).}