US streaming draws about 40% of new paid subscriptions in fall, Boku analysis shows
XLC•About 40% of annual new paid US streaming subscriptions begin from September through December. In 2025, the fourth quarter accounted for 31% of new subscriptions and 57% of annual net growth, while ad-supported plans made up 52% of fall sign-ups.
1. Fall subscription gains
US streaming services see their biggest period for acquiring new paid subscribers from September through December, when roughly 40% of annual sign-ups begin. The fourth quarter generated 31% of new paid subscriptions for premium services in 2025 and accounted for 57% of annual net growth. Ad-supported plans represented 52% of new paid subscriptions during the fall, up from 43% in 2023.
2. Drivers of demand
Football, major content releases and Black Friday promotions concentrate subscriber acquisition in the fall and intensify competition for customers. Growth outside the season hinges on major events, local seasonal demand and partner campaigns, with investment assessed against retention and costs.
