2024 was an important year of maturation for streaming video overall and the Premium SVOD category. According to Antenna data, Subscriptions in the Premium SVOD category grew 10.4% YoY to exceed more than 250M as of December 31, 2024.
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. Five of 9 services in the category (Disney+, Netflix, Hulu, Peacock and Paramount+) saw double-digit growth YoY among Gross Additions, and 6 of 9 (Netflix, Disney+, Hulu, Peacock, Paramount+ and Max) saw a volume increase of more than 1M Gross Additions YoY.
Volatility within the Premium SVOD also continued. While Gross Additions increased 11.6% YoY to reach 174.3M, Cancels also increased 15.8% YoY to 147.8M. As Cancels outpaced Gross Additions, Net Additions for the category totaled 26.5M in 2024, a -7.1% drop from 2023.
The insights cited in this post are featured in Antenna’s Q1’25 State of Subscriptions Report. If you’re interested in downloading your own copy of the full report, you can sign-up to access it automatically here. If you’re already on our distribution list, check your email - we sent out a download link upon publication to everyone who has opted-in to receive communication from Antenna. If you’re an existing Antenna client, you have exclusive access to a client-only expanded version of the Q1’25 State of Subscriptions report! If you haven’t already received your copy, reach out to your Antenna contact.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
