Third-party distribution has become an increasingly important engine of subscriber growth for streaming video-on-demand (SVOD) platforms in the U.S., according to a new report by Antenna. The analysis reveals that nearly one in five SVOD sign-ups during the first quarter of 2025 came through partnerships with companies outside the core streaming platforms, such as telecommunications providers, retailers, and connected-device manufacturers.
Specifically, Antenna’s data shows that 19% of U.S. SVOD gross additions in Q1 2025 were driven by these third-party channels, a significant increase from 12% in Q1 2022. The report underscores how these arrangements — which often bundle streaming subscriptions with other products or services — have evolved from being peripheral to playing a central role in streaming companies’ growth strategies.
Apple TV+ has been particularly aggressive in leveraging these partnerships. The report notes that the service has “leaned into” third-party distribution more than any other major platform, with approximately 39% of its new subscribers in Q1 2025 acquired through such channels. Paramount+ also stood out, with over 25% of its quarterly gross additions coming from third-party deals, reflecting its ongoing push to expand reach via bundles and promotions.
The analysis highlights the strategic benefits of these arrangements. By working with partners like Verizon, Walmart, or Roku, streaming platforms tap into vast customer bases, lower acquisition costs, and reduce churn thanks to the stickiness of bundled offerings. According to Antenna, subscribers acquired through third-party channels often demonstrate higher retention rates than those acquired directly.
Antenna’s Co-Founder and CEO, Jonathan Carson, emphasized the growing importance of this strategy, stating: “Third-party distribution was once considered supplemental, but now it is emerging as a core pillar of subscriber acquisition and retention. Platforms that embrace partnerships can scale faster and more efficiently while strengthening customer loyalty.”
The findings come as competition in the U.S. streaming market intensifies and subscriber growth slows compared to the peak years of the pandemic. With more mature markets and rising customer acquisition costs, SVOD platforms are increasingly seeking creative and cost-effective ways to attract and keep subscribers — and third-party distribution is proving to be a powerful lever.
Antenna’s report concludes that as the U.S. SVOD market approaches saturation, platforms that deepen and diversify their distribution partnerships will be better positioned to maintain growth and profitability.
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