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Stay ahead in the subscription economy with Antenna. Zero in on what drives adoption, upgrades, and churn with reliable business intelligence and industry insights into subscriber behavior across the competitive landscape.
Insights
Q3’26 State of Subscriptions: 1 in 3 U.S. consumers have tried a Specialty SVOD
Antenna estimates 35% of US SVOD consumers have now transacted with a Specialty SVOD service, up from 26% two years ago, according to the latest State of Subscriptions Report, released today.
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FIFA World Cup 2026 delivered big sign-ups for FOX One
FOX One, with the exclusive English-language streaming rights in the U.S. for FIFA World Cup 2026, brought in 2.8M Sign-ups in June 2026, according to Antenna estimates. It is the largest acquisition month observed since the service launched in August 2025.
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Roku by the numbers
In light of FOX's June 15 announcement of plans to acquire Roku, we wanted to take a closer look at how Roku is performing relative to the broader U.S. streaming market. As of May 2026, Antenna estimates Roku Apps and The Roku Channel together accounted for 24.4M U.S. SVOD Subscriptions — a 4.5% share of the market...
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The mix-and-match era: how streaming consumers really pick plans
Ad Managers — those Premium SVOD consumers who have selected both ad-free and ad-supported plans across the streaming services they pay for — now represent 40% of Premium SVOD individuals in the U.S., according to Antenna estimates. Ad Managers and Ad Takers (32%) together represent 72% of Premium SVOD individuals.
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From experiment to engine: streaming with ads, 5 years in
Five years after ad-supported options arrived in market, the question of whether streaming consumers would accept ads at all is settled. Antenna estimates there are now more than 110M ad-supported streaming plans in the US, excluding Amazon Prime Video.
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The Ad-supported Majority
For most Premium SVOD services that offer them, ad-supported plans now account for the majority of new subscriptions. Ad-supported Premium SVOD Subscriptions in the U.S. reached 110M by the end of Q1'26, according to Antenna estimates.
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Solutions

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Gain Clarity Into Customer Segments with Subscriber Audiences
From power users to Serial Churners, identify and activate your cohorts when it matters most.
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