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In recent years, the growth of Premium SVOD services has been outpaced by Non-Premium SVOD Services, which includes Specialty and Sports SVOD and vMVPDs.

Over the past two years, the streaming video industry has seen a shift in focus to sustainable growth. After multiple quarters of double-digit acquisition growth, followed by spikes in churn as new consumer behaviors emerged, the U.S. streaming market continues to show signs of maturity.

It’s no secret that exclusive programming can drive subscriber acquisition to streaming services, and the most recent season of Love Island USA on Peacock is just the latest example.

Netflix may be the “legacy” video streamer, but they are far from complacent. Netflix’s complexion today is markedly changed from the Netflix of three years ago. In recent years they have implemented a number of significant changes, including: Password-sharing crackdown; Ad tier launch; Live events, and Price increases.

Third-party distribution has become a significant part of the growth story for streaming video, particularly “channels” environments. Antenna estimates that 1 in 3 new streaming subscriptions in Q1'25 came through these stores—a sharp increase from just two years prior, with the vast majority via Amazon Prime Video Channels.

Two years ago, when ad-supported streaming was still finding its footing, we introduced Antenna’s Ad Choice segmentation to help the industry gain clarity around consumer choice related to ad-supported Premium SVOD and how these decisions change over time. We developed four different segment profiles: “Ad Avoiders,” “Ad Engagers,” “Ad Managers,” and “Ad Oblivious.”