The definitive Source For subscription data

Distribution channels play an important role in streaming. Beyond direct distribution, in which consumers sign-up for their preferred service and manage plans and payment directly with the streamer, many services are available through third-party distributors.

Ad-supported plans are available for the majority of the Premium SVOD services Antenna measures, and data shows that U.S. consumers are growing increasingly comfortable with advertising in streaming environments. By the end of 2024, Antenna estimates 45% of Premium SVOD subscriptions were ad-supported, up +9pts YoY.

Premium SVOD services have been under pressure to improve profitability and continue to deliver growth, and, in many cases, with smaller budgets than in years past. One tactic streamers have employed in service of profitability is increasing prices.

When Disney and Warner Brothers Discovery announced plans for a streaming bundle combining the Disney-owned Disney+ and Hulu with WBD-owned Max, it was still an open question whether or not the joint offering would gain traction. Fast forward and total Disney-Max Bundle Subscriptions reached 2.2M by year’s end, with the inter-company bundle accounting for a significant portion of sign-ups for all the services included in the package. 

The Premium SVOD category continued to expand, as more consumers added services. Gross Adds reached 174.3M in 2024, an 18.2M increase YoY, continuing a multi-year trend of sustained demand across the category.

2024 was an important year of maturation for streaming video overall and the Premium SVOD category. The category continues to grow double digits – Antenna estimates 10.4% YoY growth for Premium SVOD. While some of the headlines focused on reports of several top streamers becoming profitable for the first time, something important is happening: video streaming is settling into a more mature and sustainable growth model.