{"id":332826,"date":"2026-02-24T08:55:05","date_gmt":"2026-02-24T16:55:05","guid":{"rendered":"https:\/\/www.mediaplaynews.com\/?p=332826"},"modified":"2026-02-27T22:41:59","modified_gmt":"2026-02-28T06:41:59","slug":"antenna-new-u-s-svod-subscribers-fell-33-percent-in-2025","status":"publish","type":"post","link":"https:\/\/www.mediaplaynews.com\/antenna-new-u-s-svod-subscribers-fell-33-percent-in-2025\/","title":{"rendered":"Antenna: New U.S. SVOD Subscribers Fell 33% in 2025"},"content":{"rendered":"

The number of new subscription streaming VOD subscribers in the United States dropped 33% to 18 million in the 2025, from 27 million new subscribers in 2024, according to new data<\/a> from Antenna.<\/p>\n

In the fourth quarter (ended Dec. 31, 2025), subscriber growth cooled to 7%, from 12% growth in the final 90 days of 2024.<\/p>\n

Netflix led the pack with 25% of the subscriber growth, followed by Hulu (15%), Disney+ (14%), Paramount+ (13%), Peacock (10%), HBO Max (9%), Apple TV (8%) and Starz (4%), with Discovery+ and Fox One trailing behind.<\/p>\n

The biggest single-day sign-up of new SVOD subscribers occurred the day after Thanksgiving when 8.9 million people registered on Prime Video to live-stream the NFL Chicago Bears playing the Philadelphia Eagles.<\/p>\n

Paramount+ generated more than 1 million sign-ups for its exclusive UFC 324 mixed martial arts fight and NFL AFC Championship weekend.<\/p>\n

Antenna estimates that gross SVOD adds are growing 7%, down from 11% growth in 2024. The trend toward more stable churn (subscribers not renewing) recognized near the end of 2024 continued in 2025.<\/p>\n

From September 2024 through August 2025, the SVOD category had flat or lower churn compared with the same month in the prior year; that was true for only two of the previous 21 months, according to the report.<\/p>\n

The weighted average churn rate held steady at 4.6% in December, compared with 4.8% in December 2024, marking a 0.2%\u00a0 year-over-year drop.<\/p>\n

Disney+ and Hulu experienced dramatic spikes in churn to 7.8% and 9.6%,
\nrespectively, in September 2025 during the Jimmy Kimmel controversy, but
\nnormalized by December 2025 to 4.1% and 4.9%.<\/p>\n

Almost 80% of SVOD services showed more stable churn patterns in 2025 versus 2023, with standard deviations in churn rate declining across Paramount+, Discovery+, Apple TV and Netflix.<\/p>\n

Subscribe HERE to the FREE Media Play News<\/em> Daily Newsletter!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The number of new subscription streaming VOD subscribers in the United States dropped 33% to 18 million in the 2025, from 27 million new subscribers in 2024, according to new data from Antenna. In the fourth quarter (ended Dec. 31, 2025), subscriber growth cooled to 7%, from 12% growth in the final 90 days of … Continue reading “Antenna: New U.S. SVOD Subscribers Fell 33% in 2025”<\/span><\/a><\/p>\n","protected":false},"author":9,"featured_media":243754,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29,3,23,28,653],"tags":[16392,9526,118,175,17268],"coauthors":[65],"class_list":["post-332826","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital","category-news","category-research","category-streaming","category-top-news-story","tag-antenna","tag-churn","tag-netflix","tag-streaming","tag-streaming-vod"],"acf":[],"yoast_head":"\nAntenna: New U.S. SVOD Subscribers Fell 33% in 2025 - Media Play News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaplaynews.com\/antenna-new-u-s-svod-subscribers-fell-33-percent-in-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Antenna: New U.S. SVOD Subscribers Fell 33% in 2025 - Media Play News\" \/>\n<meta property=\"og:description\" content=\"The number of new subscription streaming VOD subscribers in the United States dropped 33% to 18 million in the 2025, from 27 million new subscribers in 2024, according to new data from Antenna. 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