U.S. Subscription Streaming Enters 'New Phase of Sobriety,' Domestic Customer Growth Halved in Just One Year

Sobriety test.

The premium U.S. subscription streaming business is still growing customers at a double-digit clip domestically, but the expansion rate has dramatically decelerated as of late, new research from Antenna shows. 

Collectively, the top nine American SVOD services added 17 million fewer U.S. subscribers in 2023 compared to 2022, expanding their ranks at just 10.1% vs. 21.6% the previous year.