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Cord-cutting soared during the pandemic and remained strong through inflation, but that momentum may be fading. As streaming starts to mirror traditional cable, with more platforms and rising costs, questions are growing about how consumers feel about their subscriptions. With tariff-driven price hikes looming, CivicScience data explores where sentiment stands and what could be next for the industry in an uncertain economy.
Cord-Cutting Momentum Stalls as Americans Carry Fewer Subscriptions
Cord-cutting surged during the pandemic, with the share of Americans dropping traditional cable or satellite rising from 34% in 2020 to 61% in 2024. But growth has now nearly flatlined, ticking up just one point to 62% through mid-May 2025. Notably, cord-cutting has held steady among Americans under 45, but has increased by three percentage points among Americans 55+ (from 42% to 45% from 2024 to 2025).
As cable lost ground, video-on-demand streaming services saw explosive growth of their own. While that growth is now slowing, nearly six in ten U.S. adults still report having two or more subscriptions, and about one in five have 4+ subscriptions. However, the share with four or more has dropped three percentage points from 23% to 20% since December 2024. While higher-income households helped prop up broader consumer spending, they’re now the most likely group to trim subscriptions. In fact, higher-income consumers with four or more services fell from 29% in 2024 to 23% as of May 2025.
That decline may continue as economic uncertainty and tariffs take a toll: 21% of U.S. adults, including 25% of those aged 30–44, say they’ve canceled or plan to cancel streaming services to ease financial strain. Additionally, as many as 60% of streamers want to cut back on the amount they spend on video streaming, compared to just 9% who don’t.
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Fractured Streaming Landscape is Making Decisions to Cut Back on Streaming Spend Easier
Financial impacts aren’t the only contributors to slowed streaming growth and a desire to cut back on streaming. The number of streaming services required to watch is proving to be a roadblock, leading to instances of subscription fatigue.
- 47% of those who use streaming platforms say they feel like they need a different streaming service to satisfy everyone’s needs in their households.
- 78% of subscribers believe streaming services are becoming as expensive as cable or satellite TV because of the number of services required to watch what they want.
- 69% of video streaming subscribers report feeling ‘subscription fatigue’ and intent to cancel a subscription as a result is up by four percentage points over Q4 2024 (from 16% to 20%).
Streaming Platform Intent and Retention Snapshot
Subscription intent data for the next 30 days shows that Netflix is the most likely choice among U.S. streaming users, ahead of Amazon Prime Video and Hulu in the top three. At the other end of the spectrum, just 11% of respondents plan to subscribe to Apple TV+. Meanwhile, 41% selected ‘none of the above,’ pointing to possible barriers like cost and market saturation that could be holding subscriptions back.
Any new subscriber gains may be offset by planned cancellations. Netflix, Amazon Prime Video, and Disney+ appear to be most in danger of losing some of the ground gained by new subscriptions in the next 30 days. That said, 57% of streamers indicated they don’t plan to cancel any service, suggesting that while some churn is expected, overall subscriber loss in the immediate short term may be contained, at least for now.
Any new subscriber gains may be offset by a noteworthy percentage of each platform’s users who report that they ‘use, but may not keep’ their subscription. Data from the past 90 days shows that at least one in five users of each respective platform feel this way, notably led by Apple TV+, Peacock, and HBO Max users.
Take our Poll: How likely do you think it is that you will cancel at least one subscription streaming service within the next month or two?
Why Apple TV+ May Face Distinct Challenges in a Competitive Streaming Landscape
Just 19% of U.S. adults say they ‘use and like’ Apple TV+, compared to 47% for Netflix and 45% for Amazon Prime Video. In contrast, 43% haven’t used the platform and aren’t interested, suggesting Apple TV+ may be reaching a more niche audience, likely concentrated among Apple’s core users.
One factor could be that a majority (53%) of Apple TV+ users feel they need another streaming service to satisfy everyone’s needs in their household—ranking higher than any other platform by at least three percentage points. As a result, Apple TV+ users are more likely to report subscription fatigue, with 40% canceling one or more services this year as a result (up from 35% last year). While Apple TV+ users show strong brand loyalty (89% consider themselves at least ‘somewhat’ loyal to their favorite brands), even loyal customers appear willing to make changes in response to shifting household needs or budget constraints.
In addition, economic factors like tariffs may play a growing role. Apple TV+ users are among the most likely to say tariffs are influencing their purchase behavior, including 25% who are accelerating purchases to avoid expected price increases. They also over-index in taking a “wait and see” approach—potentially signaling more cautious engagement ahead.
Use this Data: CivicScience clients use real-time data like this to pinpoint vulnerable segments and strengthen engagement before competitors do.
Streaming Services Can Tap into Ad-Based Models to Navigate Uncertainty
Given the state of streaming amid economic uncertainty, how can streaming services stay competitive? One way is to embrace lower-cost or free ad-supported plans. When asked to choose between ad-free or ad-supported options, 44% preferred ad-supported, up five points from 2023, while full-price ad-free preferences dropped five points to 27%. Meanwhile, 29% would use both equally, marking no change from 2023. Data also indicate that ad-supported plans are especially appealing to higher-income Americans and those 45+.
Digital Antenna Interest Abounds Among Younger Consumers
Another method consumers are targeting for potentially more cost-effective TV access is a digital antenna. While CivicScience data show that the usage and intent of digital antennas among Gen Pop held steady, younger consumers, particularly Gen Z aged 18-29, over-index in terms of digital antenna interest. This, perhaps, is contributing to the stagnation of cord-cutting among this demographic (among those aware of digital antennas).
The streaming landscape is reaching a critical inflection point where growth is constrained not just by economic pressures but also by consumer fatigue with fragmented, costly subscriptions. Looking ahead, the industry may increasingly pivot toward flexible, lower-cost models—like ad-supported plans—and alternative viewing options such as digital antennas, as providers seek to balance retention with affordability in an uncertain economy. This evolving environment suggests a more competitive, value-driven market where consumer loyalty will hinge on convenience and cost efficiency rather than sheer content volume and exclusivity.
