Growth in New Subscribers

The streaming market continues to grow in 2024, defying expectations of stagnation in subscriber acquisitions. The data reveals that while overall growth has decelerated, the total number of subscriptions and households engaging with premium subscription video-on-demand (SVOD) services is increasing. Notably, specialty streaming services are seeing an average influx of about three and a half million subscribers each quarter, indicating a steady discovery of streaming by previously untapped segments of the population, such as those in newly formed households. Netflix plays a crucial role in this growth, particularly due to its recent password-sharing crackdown, converting many active users into paying subscribers who previously lacked their own accounts.