The Subscription Economy has grown dramatically in the past decade, and is anticipated to almost triple again - from $635B to $1.5T - by 2025 [UBS]. But this growth is not just important economically. It is also dramatically changing the way that brands engage with consumers. The Subscription Economy enables brands to untether themselves from the established distribution channels and they have historically been stuck in, and to transcend transactional business models. The opportunity: deep, direct relationships with their customers, based on a long-term allegiance. And for consumers, this translates to much more choice, a dramatically better product experience, and a deeper connection with the brands they love. The fuel for this new world is data. Brands need to deeply understand consumer behavior to survive and thrive in the Subscription Economy. Enter Antenna. Get to know our data on our https://www.antenna.live/insights. Or, see Antenna in the press: https://www.antenna.live/press.
External link for Antenna
New York, NY 11101, US
Listen to Antenna co-founder and CEO Jonathan Carson discuss some of the key streaming insights from 2024 with Will Richmond and Colin Dixon on "Inside The Stream" wherever you get your podcasts!
In this exclusive interview, Antenna’s CEO shares insights on streaming’s ad-supported growth, live sports, and the NFL’s impact on subscriber acquisition and 2024’s top promotions. https://lnkd.in/gArkuN_p
Over the past two weeks, we've been sharing a look back at some of the top video streaming insights of 2024. Today, we're releasing a compilation report of the entire series that covers the big themes of the current SVOD landscape, including acquisition, retention, churn, promotions, live sports, and more. If you’re interested in downloading your own copy of the full report, you can sign-up to receive it automatically on the Antenna website (https://www.antenna.live/). If you’re already on our distribution list, check your email - we’ve sent out a download link to everyone who has opted-in to receive communication from Antenna. And if you’re an existing Antenna client, you received advanced access to the report earlier this week. However you celebrate, all of us at Antenna hope you have a wonderful holiday season! #svod #avod #subscriptionvideo #subscriptionmedia #mediainsights #subscriptioninsights #streamingvideo #videoinsights #mediaanalytics #mediadata #subscriptiondata #subscriptioneconomy
💡 📊 💡 Antenna’s 2024 Top Subscription Insights: Spanish Speaking Streamers According to the U.S. Census Bureau, almost 20% of the United States population are Hispanic. However, when it comes to media consumption, in addition to understanding Hispanic ethnicity, it is also crucial to understand the language spoken at home. Looking across Premium, Specialty and Sports SVOD service categories in the U.S. streaming market, it’s not surprising that ViX Premium, the TelevisaUnivision-owned subscription streaming service with a majority of programming in Spanish, outperforms with Spanish Speakers. Members of Antenna’s Spanish Speaker segment are 4.4x more likely than the general population to subscribe to ViX Premium. Within Specialty SVOD, anime streaming service Crunchyroll and Zeus Network, which features original programming from social media influencers and celebrities outperform with Spanish Speakers. For Premium SVOD, Disney+, Max, and Starz all slightly outperform. Several Sports streaming services also perform strongly with Antenna’s Spanish Speakers segment. Spanish Speakers are 3.2x more likely to subscribe to DAZN, which features a strong slate of boxing and other combat sports, than the general population. MLS Season Pass and UFC Fight Pass are also more popular than average with this audience. Of course, not all services outperform. Read the full analysis on the Antenna Insights Blog (https://lnkd.in/d-xBn878) #svod #streaminganalytics #streaminginsights #mediaanalytics #subscriptionanalytics #mediadata #spanishlanguagemedia #streamingvideo #subscriptionvideo #subscriptioneconomy
💡 🏈 💡 Antenna’s 2024 Top Subscription Insights: The NFL and Streaming Video The NFL has long been a TV staple, and is increasingly a core part of the streaming landscape. Paramount+ and Peacock rely on NFL programming to drive much of their acquisition, as do vMVPDs. YouTube TV disproportionately captures this acquisition bump. When NFL Sunday Ticket moved exclusively to YouTube TV with the 2023/2024 Season, YouTube TV subsequently grew its share of September Sign-ups YoY in 2023 to 44% (up from 33% in September 2022), and again in September 2024 to 48%. NFL Sunday Ticket is performing significantly stronger among YouTube TV customers than with the rest of the market. Antenna estimates that 61% of the subscriptions to Sunday Ticket come from YouTube TV customers. Given that YouTube TV subscribers make up a relatively small portion of US households, that translates to a high penetration among that audience. Read the full analysis, as well as others from our 2024 Top Subscription Insights series on the Antenna Insights Blog: https://lnkd.in/eCqwpMd3 #svod #streamingvideo #sportsstreaming #streamingmedia #subscriptionvideo #subscriptionmedia #subscriberacquisition #mediaanalytics #streamingdata #streaminginsights #subscriptioneconomy #sportsmedia
💡 📊 💡 Antenna’s 2024 Top Subscription Insights: Survival For Top Acquisition Moments Live sports drive many of the biggest acquisition moments in streaming, but how loyal are these new subscribers who come in the door for a big game? It varies. For Paramount+ loyalty for Super Bowl LVIII weekend Sign-ups was quite strong. The eight month survival for users who converted to or signed up as a paid subscriber for the service during the three-day window surrounding Super Bowl LVIII was almost exactly the same as that for the benchmark of Gross Adds during January 2024. Peacock saw more variance. Using a standard benchmark cohort of all Peacock Gross Adds in Q4’23 and comparing those survival rates to the latest available for each of the programming cohorts, we see that the NFL Brazil game performed best, with a 66% two month survival rate. The Paris Olympics was lowest, with a 54% two month survival. Full post, as well as others from our 2024 Top Subscriptions Insight series is available on the Antenna Insights Blog: https://lnkd.in/eCqwpMd3 #svod #avod #streaminginsights #streamingvideo #streamingmedia #streamingdata #mediainsights #loyaltymetrics #subscribermetrics #subscriptionvideo #subscriptioneconomy
💡 📈 💡 Antenna’s 2024 Top Subscription Insights: Live Sports Driving Acquisition Live sports continued to deliver as an acquisition driver for streaming in 2024. Antenna observed five programming events that drove more than 1M sign-ups in their three-day window in 2024. Antenna estimates that Super Bowl LVII on Paramount+, which aired in February 2024, garnered the largest number of sign-ups. Additionally, Antenna data shows the NFL AFC Wild Card Game in January 2024, Opening Weekend of the 2024 Paris Summer Olympic Games in July 2024, and the exclusive NFL Brazil game in September 2024 all served as sizable acquisition moments for Peacock. For Netflix’s exclusive boxing match between Jake Paul and Mike Tyson, which aired live on November 15, 2024, Antenna observed 1.43M Sign-ups to the service over the three-day period. While many other streaming services see regular big spikes in acquisition related to particular programming moments, given its high penetration levels and its very broad programming library, Netflix has historically had a very steady rate of sign-ups, with minimal variance day-to-day. So it’s notable to observe that the Paul-Tyson fight was highly unique for Netflix, because it was both the first pronounced spike and the single largest acquisition moment for the service since Antenna started covering the subscription video sector in 2019. Read the full analysis on the Antenna Insights Blog: https://lnkd.in/eBszwsz4 #svod #sportsstreaming #mediadata #mediaanalytics #subscriptionvideo #subscriptionmedia #dataanalytics #streamingdata #subscriptioneconomy
💡 📈 💡 Antenna’s 2024 Top Subscription Insights: Net Churn Resubscription behavior is increasing in streaming video, creating an imperative to analyze churn and customer loyalty through a more nuanced and sophisticated lens. Antenna defines "Resubscribers" as users who rejoined the same service they had previously canceled within the prior 12 months. But Churn Rate calculations do not typically take resubscriptions into account. An alternative metric, Net Churn, factors in Resubscribers, providing a more holistic view of subscriber retention. Premium SVOD Weighted Average Gross Churn Rate was 5.3% in September 2024, compared to a Net Churn Rate of 3.1%. Premium SVOD Weighted Average Net Churn was below 3% in 23 of the 33 months between January 2022 and September 2024. Read the full post on the Antenna Insights Blog (https://lnkd.in/eixwFss7) #svod #churn #subscriptionmetrics #streamingvideo #subscriptionvideo #mediainsights #dataanalytics #mediaanalytics #subscriptionanalytics #subscriptioneconomy
💡 💰 💡 Antenna’s 2024 Top Subscription Insights: Promotions Promotional offers are an increasingly prevalent technique to enable consumers to sample streaming services at a lower cost. In particular, Black Friday has become a big moment for streaming acquisition. Antenna observed that six of the top 10 streaming video promotions in the past year were for Black Friday deals. Promotional pricing tied to NFL programming also delivered sign-ups. Peacock’s AFC Wild Card Weekend promotion, coinciding with their exclusive streaming broadcast of the Wild Card Game between Kansas City and Miami, generated the fourth highest daily average of sign-ups at 86k, based on Antenna estimates. Read the full post here: https://lnkd.in/eUAJaXeB #svod #avod #promotions #pricingstrategy #streamingvideo #streamingmedia #subscriptionvideo #subscriptionmedia #mediainsights #subscriptioninsights #subscriptioneconomy
💡 📊 💡 Antenna’s 2024 Top Subscription Insights: Serial Churn Serial Churners continue to be a phenomenon in the streaming industry. As of the end of Q3’24, Antenna estimates there are some 29.5M Serial Churners, which Antenna defines as individuals with three or more cancels among Premium SVOD services within the last two years. This accounts for 23% of Subscribers in the category. That is up +149% from 11.8M at the start of 2022, and +30% YoY from 22.7M at the end of Q3’23. Serial Churners punch above their weight in terms of subscription activity. Through Q3’24, Antenna estimates that Serial Churners have driven 41% of Gross Adds and 42% of Cancels this year. But they have significantly lower retention rates than other subscribers. For individuals who subscribed to a Premium SVOD service in Q3’23, three months later 61% of Non-Serial Churners were still subscribed. In comparison, 54% of Standard Serial Churners (those with 3-4 cancellations within the past two years) and just 38% of Super Heavy Serial Churners (those with 7+ cancellations) were still subscribed three months later. Check out the full post on the Antenna Insights Blog: https://lnkd.in/eEedEg6i #svod #streamingmedia #streamingvideo #streaminginsights #subscriptioninsights #subscriptiondata #subscriptionmedia #churn #serialchurn #mediainsights #mediadata #mediaanalytics #subscriptionanalytics #subscriptioneconomy
💡 📈 💡 Antenna’s 2024 Top Subscription Insights: Ad-Supported Streaming Consumers continued to embrace ad-supported streaming options in 2024. Antenna data shows that as of Q3’24 ad-supported tiers represented 43% of all subscriptions among those services that offer ad plans, a YoY increase of +11pts compared to Q3’23, and ad-supported tiers grew +49.8%, while ad-free fell -5.0%. Over the last four quarters, among streaming services that offer both ad-free and ad-supported plans the majority of Gross Additions have been ad-supported, with Gross Adds reaching 56% in both Q1’24 and Q3’24. Ad-Supported Gross Adds grew 48.9% YoY (vs Q3’23) while ad-free Gross Adds declined -13.6% over the same period. Check out the full post here: https://lnkd.in/gq_NKDhS #svod #avod #streamingvideo #streamingmedia #subscriptionvideo #subscribermetrics #adsupportedstreaming #advertisingdata #mediadata #mediainsights #subscriptioneconomy