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According to Antenna’s Q3 2025 State of Subscriptions report, Specialty SVOD subscriptions grew 12% YoY by mid-2025, down from 22% the previous year, showing a maturing but still vital segment

The U.S. streaming market closed Q2’25 with 339M subscriptions, including 20% in Specialty, Sports, and vMVPD services; Specialty SVOD grew 12% YoY, while overall streaming added a net 6M subscriptions.

The U.S. market nearly doubled its ad-supported premium SVOD subscriptions from 53M to 100M in just two years. As of Q1 2025, 65% of these were new users, while Netflix led in internal migration, with 40% of its ad-tier subscribers switching from ad-free plans—compared to just 6% for other platforms.

Nearly 100 million U.S. subscriptions now include ads, with 75% of streaming users having tried an ad-supported plan. Ad tiers accounted for 71% of net adds across Premium SVODs over the past nine quarters.

Antenna’s annual subscription report revealed that while millions of consumers continue to join the Premium SVOD market, the pace of new subscriber growth has slowed.