Inside The Stream Antenna CEO: SVOD Ad Plans Lead, Debunking Viewer Myths
May 23, 2025
Jonathan Carson, Co-Founder & CEO of Antenna, shares insightful data on the rising popularity of ad-supported SVOD plans. He reveals that many new subscribers prefer these options due to pricing and changing attitudes towards ads. Carson discusses surprising retention rates and how consumers are categorizing themselves based on their ad preferences. He also touches on transformative pricing strategies and Apple TV+'s unique approach to advertising in comparison to giants like Disney and Netflix, highlighting consumer acceptance of ads for cost savings.
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Ad-Supported SVOD Growth Dominates
- Over 70% of net subscriber growth from Q1 2023 to Q1 2025 occurred on ad-supported SVOD plans.
- This shows consumers generally prefer ads when offered a lower-price value proposition.
Ad Tier Retention Matches Ad-Free
- Retention rates of subscribers on ad plans are nearly identical to those on ad-free plans.
- Subscribers accept ads for lower price, with less sensitivity to cancellation due to lower cost.
Most Choose Ads When Offered
- 86% of consumers offered an ad plan multiple times choose it at least once.
- Mainstream behavior is mixed-adoption, balancing cost and ad exposure.