Posts for 'Antenna'

Antenna’s research has become a go-to source for streaming industry executives trying to understand the fast-evolving landscape. In this exclusive interview, Antenna’s Co-Founder and CEO Jonathan Carson discusses details behind the firm’s recently-released “State of the Subscriptions” report. Jonathan is an ad industry veteran with particular expertise in research and monetization, as well as a longtime friend.

Three weeks ago Colin and I did a podcast on the publicly available report, and Antenna itself did a short webinar about it two weeks ago. But this interview explores data that hasn’t been publicly released, so listeners gain access to brand new insights and data that Antenna hasn’t previously shared.

The interview provides a fascinating window into four drivers in streaming today: the shift to adoption of ad-supported SVOD tiers, the role of bundling, the anemic penetration of annual SVOD subscriptions and consumers’ acceptance to date of SVOD price increases. We finish up with Jonathan sharing his views of the industry going forward.

The interview with Jonathan is a must-listen for all industry participants. Together with our interview with leading Wall Street analyst Michael Nathanson two weeks ago, they are a blockbuster doubleheader of insights, helping all of us truly understand what’s happening in the streaming industry today.

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Antenna has released its new “State of Subscriptions” report, which is full of data and insights addressing some of the most pressing topics in the streaming industry.

On this week’s podcast, we dig into some of the report’s key takeaways about how annual subscriptions aren’t gaining much traction with viewers, why streaming bundles are already succeeding, the surprising degree to which subscribers are accepting price increases, the ascendancy of ad-supported tiers and more.

Listen to the podcast now (32 minutes, 16 seconds)

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The U.S. SVOD market has undergone significant fragmentation over the past two years as new services have launched, according to the Q1 2021 Growth Report from Antenna, an SVOD insights provider. In Q1 ’19, Netflix and Hulu together accounted for over three-quarters (78%) of all SVOD subscriptions. But two years later, in Q1 ’21, their combined share fell to just over half (51%), with Disney taking 17%, HBO Max 11%, Paramount+ 7%, Starz 6%, Showtime 4% and discovery+, Peacock and Apple TV+ all at 2%.

Antenna didn’t report Amazon Prime Video numbers. Amazon said in its Q1 ’21 earnings report that 175 million Prime members have streamed TV shows and movies in the past year, though it didn’t provide any breakdown of U.S. share vs. rest of world.

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discovery+ accounted for 19% share of US SVOD signups in January according to new data released by ANTENNA, a subscription insights provider. That put discovery+ at the top of the SVOD market, ahead of HBO Max (14%), Disney+ (13%) and Hulu and CBS All Access (each with 11%).

discovery+ launched on January 4th in the U.S. and recently estimated it would have 12 million paying subscribers at the end of February, including 7 million paying in the U.S. discovery+ made a content-rich debut with 55K TV episodes, more than are available on Netflix, Disney+, Peacock and HBO Max. discovery+ also plans to add 1,000 hours of original content this year.

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The world has completely changed due to the virus. There are countless examples of this across every industry. In streaming video, one clear example is that Netflix will likely swing from a 50-50 chance of losing subscribers in its UCAN (U.S. plus Canada) segment in Q1 ’20 to gaining subscribers in the period when it reports next Tuesday. One data source that's leading me to change my view is Antenna, a business intelligence startup that has been tracking underlying purchase data on SVOD providers, yielding insights on their subscriber additions and churn rates.

Just to step back for a moment, following Netflix’s Q4 ’19 earnings release that included its Q1 ’20 forecast, some basic calculations I did suggested that Netflix itself was preparing for a loss in UCAN subscribers in Q1 ’20. The company was forecasting global net subscriber additions of 7 million in Q1 ’20, down from 9.6 million in Q1 ’19. In addition to a trending slowdown in 2019, Netflix seemed to also be expecting an adverse impact from the Disney+ launch in Nov. ‘ 19.

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