The US is experiencing a severe slowdown in premium SVoD subscriptions, amid a decline in brand loyalty, as subscribers increasingly jump between platforms to chase the growing range of cheaper ad-supported SVoD tiers from the likes of Netflix. These are the headline findings from research firm Antenna, publishing a report which has gained industry traction largely for stating the obvious, but with the objective (mostly) figures to back it up. The first key finding is that the footprint of premium SVoD is slowly plateauing. Although subscriptions grew by 14.1% over 2022, this is a significantly slower rate of growth than the 28.9% seen in 2021. This flattening has been driven by a 49% upswing in cancellations, with Antenna reporting 117…