Antenna is building the market standard for subscription analytics
Joined October 2019
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173 Photos and videos
Jun 11
Ad-supported streaming isn't a discrete audience. It's a behavior. 72% of Premium SVOD subs in the U.S. have 1 or more ad plans in their stack & 40% pair ad-free and ad-supported plans across services.
The mix-and-match era is here.
More from Antenna: antenna.live/insights/the-mi…
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Jun 3
New from @Antenna_Data's State of Subscriptions Report in @THR: ad-supported plans now make up 48% of U.S. streaming subs. 64% of first-time sign-ups in Q1 went straight to the ad tier.
Ad tiers aren't the alternative anymore. They're driving the growth. hollywoodreporter.com/busine…
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Most Americans who cancel cable or satellite TV bundles end up subscribing to streaming services within three months, often choosing higher-priced plans, according to data from the market research firm Antenna. bloomberg.com/news/articles/…
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Jun 2
New in @business today: @cpalmeri on some findings from our Q2'26 State of Subscriptions report that complicates the cord-cutting story — It's not really about the cost. Bloomberg piece → bloomberg.com/news/articles/…
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Jun 2
The window matters too. Cord Cutters are 5x more likely to subscribe to streaming in the first month after canceling. Our CEO @jonathancarson called it "a hyperactive moment" — for services capturing them, and advertisers trying to follow. (3/4)
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Jun 2
The bigger picture: 57% of pay TV cancelers "go dark" to TV advertisers within 90 days. See the full Q2'26 State of Subscriptions report → antenna.live/insights/from-e… (4/4)
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May 28
Bundles now account for 1 in 3 new streaming subscriptions—up from just 10% two years ago.
Our data in today's @nytimes on how bundling has gone from experiment to industry standard. nytimes.com/2026/05/28/busin…
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May 12
Ad plans now account for nearly 50% of all premium streaming signups in the U.S., up from 39% just 2 years ago.
Even more striking: ad tiers drove 78% of the ~65M Net Adds across the major streamers over the past 9 quarters.
More via @WSJ 👇
wsj.com/business/media/strea…
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May 8
Ad-supported Premium SVOD Subscriptions in the U.S. reached 110M by the end of Q1'26—up from 53M just two years ago. For most services that offer them, ad tiers now account for the majority of new subscriptions. antenna.live/insights/the-ad…
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Apr 29
In just 8 months, Antenna estimates that Howdy has surpassed 1M Subscribers, with retention rates exceeding those of Premium SVOD averages. Read the full analysis: antenna.live/insights/howdy-…
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Apr 27
Antenna estimates 44.1M Gross Adds & 40.8M Cancels to Premium SVOD in Q1'26 = 3.2M Net Adds for the qtr. While a step down from Q4, the pattern is consistent with what we recently noted: Premium growth is moderating, & increasingly concentrated in Q4. antenna.live/insights/premiu…
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Antenna retweeted
Apr 24
Jonathan Carson of Antenna joins the pod to talk about the mess in TV and streaming measurement 🎧. Link below.
news.marketecture.tv/podcast…
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Apr 14
When it comes to understanding the value of programming on streaming, Netflix wrote the manual. One of their key metrics is "Adjusted View Share". Do at-risk subscribers overindex as viewers of a given title? If yes, adjust the value of that title upwards. After all, that cohort might have churned without it!
With @AntennaData's Subscriber Views offering studios & creatives can now assess Adjusted View Share across the market. Let's look at a couple of my favorite shows of the past year on Apple TV: The Morning Show vs. Pluribus
– In the month of its S4 premiere, 17% of The Morning Show Viewers were Light Viewers on Apple TV
– In the month of its series premiere, 31% of Pluribus Viewers were Light Viewers on Apple TV
Translation: a lot of Pluribus Viewers weren't otherwise engaged on Apple TV (relative to The Morning Show).
Of course, TMS was a returning show, so you'd expect a higher returning fan base but, nonetheless, it's likely that Pluribus re-engaged or "saved" a higher proportion of Apple TV Subscribers.
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Mar 20
Peacock saw a record-breaking number of Gross Additions in Feb'26. With 4.9M Gross Adds (~34% of all Premium SVOD Gross Adds), Peacock added the largest number of new paying customers in a single month Antenna has ever observed for an existing service. antenna.live/insights/the-po…
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Mar 6
Premium streamers are now prioritizing acquisition around big moments that help them break through. The result? Growth is increasingly concentrated. In '25, Antenna observed the fastest growth in Premium SVOD Gross Adds in Q4, w/a 30% volume increase over the last 2 yrs. (1/2)
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Mar 6
The jump in Premium SVOD acquisition during Q4 is due to sporting events, like exclusive holiday games, film & TV releases, and Black Friday & holiday promotions, which are typically stacked at the end of the calendar year. Get the full analysis: antenna.live/insights/why-is… (2/2)
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Feb 27
A few relevant data points for the newscycle: as of Jan'26, Antenna estimates there are 7.6M U.S. Subs w/both HBO Max and Paramount . This represents 27.9% of U.S. HBOMax Subs & 21.1% of U.S. Para Subs. (US-only, doesn't incl. Free Tiers, MVPD Telco distro, & select Bundles.)
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Feb 24
Out this am: State of Subscriptions Report - Premium SVOD 2025 Year in Review. 2025 was a year of maturation for Premium SVOD. Total Subscriptions grew 7% in ‘25, 1st time overall cat. growth fell into single digits. (1/3)
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Feb 24
Churn showed signs of stabilization. Weighted Average Churn for the category hit a steady 4.6%, a significant improvement from previous volatility. (2/3)
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Feb 24
The latest State of Subscriptions digs into what is driving growth for Premium SVOD, implications for churn, how & when streamers capitalize on win-backs, bundles, promos, and programming strategies. Get your copy now: antenna.live/insights/antenn… (3/3)
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