Streaming subscriber growth in US halved last year

Streaming subscriber growth in the United States has halved in 2023, data from research firm Antenna showed, a sign that the boom might be over for the industry in its key market.

Growth in the premium subscription-video-on-demand category slowed to 10.1% last year from 21.6% in 2022. But its overall growth has more than doubled in four years, signaling a steady re-subscription trend.

At the start of the streaming boom, companies focused on pumping money into creating swathes of content to draw and retain subscribers. Customers also signed up to services during the pandemic while homebound with theaters being inaccessible.