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This weekend, Super Bowl LX will be streamed live on Peacock, marking the end of the 2025-2026 NFL season. As the American television viewing experience has shifted, the NFL and football have once again emerged as a cornerstone of sports programming on streaming services, just as they were in the linear TV ecosystem.

From evolving market dynamics to new service launches to major business transactions, 2025 was, if nothing else, an eventful year for the media industry. As we close out the year, Antenna is highlighting 7 charts that illustrate some of the biggest stories and themes in streaming video in 2025.

Black Friday, the de facto start of the holiday shopping season in the U.S., is a big deal for shopping in general, and streaming video is no exception. Many streamers now provide deep price promotions, sometimes via annual plans that can keep churn steady.

Live sports fill an increasingly important role in acquiring and retaining streaming subscribers, as the rights these events continue to shift from pay TV. Last week, we shared a preview of the latest ESPN and FOX One data from our Q4’25 State of Subscriptions Report on Sports and Streaming, and today, we’re excited to release the entire report.

Antenna’s Q4’25 State of Subscriptions Report on Sports & Streaming is set for release next week. A key component of that report will be a look at the impact of the launches of direct-to-consumer (DTC) services by ESPN and FOX. Both services feature marquee live sports programming that was previously largely exclusive to linear broadcast audiences. 

All streaming services have deep knowledge of what happens on their platform and use this intelligence to inform a variety of programming and UX strategies with the goal of keeping viewers engaged and subscribed. But when it comes to understanding what various subscriber cohorts are watching on other platforms, these same services are largely flying blind.