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Streaming Enters New Phase Of “More Stable Growth” As Ad Tiers Gain Traction & Subscriber Churn Reduces, Study Says
A new report from data firm Antenna explains why streaming is entering a more stable period of growth after years of volatility
The ever-evolving streaming landscape has entered a new phase marked by more stable growth after years of battling volatility and churn, according to a new report from the data firm Antenna. For example, Prime Video alone — which also offers in-app subscriptions for Starz, Paramount+, Apple TV+, BritBox, BET+, HBO Max and more — was responsible for about 24% of gross adds across all premium streaming services in Q1 2025. Antenna’s reporting seems to be in line with the latest insights from Nielsen, which recently revealed that streaming usage surpassed the combined total broadcast and cable TV viewing for the first time in May.
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