Antenna’s VP, Strategy, shares insights from new research on specialty SVOD services, showing robust growth, strong Amazon Channels dependence, and a couple of breakout successes.
We talk with Brendan Brady, VP, Strategy, at Antenna about the company’s new report “State of Subscriptions: Specialty SVOD Landscape 2026”.
Brief overview of the Specialty SVOD market (1:00)
These are smaller, more targeted services that target a segment of the audience that is more focused. The market is also growing faster than the premium market.
Brendan explains
Specialty services added 1.8 million in the second quarter, a record for the category.
Ad plans are less common in Specialty Services. However, the performance of the plans from a customer retention standpoint doesn’t differ much from those with ads.
Brendan explains what the data suggests are the reasons for the faster growth in the specialty market.
Amazon dominates the SVOD resale market, although Roku and YouTube are also showing strong growth.
1-in-5 add another service within the first 6 months.
We discuss the importance of Roku in the launch of Howdy and discover it was not necessarily the prime move in driving subscriptions.
What can other specialty services learn from The Wonder Project?
While Brendan was reticent to give a specific opinion on Disney+’s opportunity as an SVOD aggregator, he pointed out that it is the most successful bundler and is already operating in that mode with its own services.
Brendan says to keep an eye on YouTube Primetime Channels. Can it transition to the role of a total TV hub?
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