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Antenna has long measured the demographics of streaming subscribers, including ethnicity. According to the U.S. Census Bureau, almost 20% of the United States population are Hispanic. However, when it comes to media consumption, in addition to understanding Hispanic ethnicity, it is also crucial to understand the language spoken at home.

The NFL has long been a TV staple, and is increasingly a core part of the streaming landscape. Paramount+ and Peacock rely on NFL programming to drive much of their acquisition, and the vMVPDs (Virtual Multichannel Video Programming Distributors) that enable consumers to stream TV over the internet do, too.

Live sports continued to deliver as an acquisition driver for streaming in 2024. Antenna observed five programming events that drove more than 1M sign-ups in their three-day window in 2024.

Live sports continued to deliver as an acquisition driver for streaming in 2024. Antenna observed five programming events that drove more than 1M sign-ups in their three-day window in 2024.

Resubscription behavior is increasing in streaming video, creating an imperative to analyze churn and customer loyalty through a more nuanced and sophisticated lens.

Promotional offers are an increasingly prevalent technique to enable consumers to sample streaming services at a lower cost. In particular, Black Friday has become a big moment for streaming acquisition. Antenna observed that six of the top 10 streaming video promotions in the past year were for Black Friday deals.