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Streaming subscriptions have reached a point where, for many, they’re built into monthly budgets alongside groceries or gas. Even so, consumers continue to reassess which services are worth keeping as persistent inflation and broader economic uncertainty put pressure on discretionary spending.
Subscription Fatigue Looms Large as Streamers Churn Through Subscriptions More Often
Beneath the surface, however, streaming subscribers are feeling the strain, suggesting these retention rates may not last long. Self-reported consumer data show that just 24% of video streaming subscribers haven’t experienced subscription fatigue recently, a sharp decline from the 37% who said the same in 2023. Notably, nearly 1-in-5 (19%) indicate they plan to cancel at least one service specifically due to these feelings.
As consumers feel overwhelmed by the number of streaming subscriptions they have, longer wait times between seasons may add friction and contribute to rising churn rates. Notably, 32% of streamers report they’ve signed up for a service just to watch a specific title, only to pause or cancel once they finished it three or more times in the past year alone, compared to 22% in 2023. And the share of streamers who have ‘never’ done this has fallen nine points over the same period.
Openness to Ad-Tiers
Of course, canceling isn’t the only option available for streamers, especially those leery of the cost of carrying multiple subscriptions. Turning to lower-cost ad-supported tiers and bundles offers another avenue. When CivicScience asked paid streaming subscribers to select all the actions they’ve taken in the past six months regarding streaming, 30% say they’ve subscribed to one or more services, while 25% have canceled one. Additionally, 34% have either downgraded (19%) or upgraded (15%) to an ad-supported tier, while 14% subscribed to a bundle package.
It’s also worth noting that those who primarily stream via ad-supported plans are slightly less likely to report feeling subscription fatigue than the average streamer. They are also slightly less likely than average to churn from a subscription after watching their desired content (56% vs. 59%, respectively).
Beyond the Subscription: What Streamers Are Watching This Summer
Active U.S. video streaming subscribers are fairly divided between familiar and new content. Overall, 29% of subscribers indicate that they mostly rewatch familiar movies and shows, aligning with previous CivicScience findings on comfort media as a key stress-reliever. In comparison, 24% lean primarily toward new content, while 47% watch a blend of both.
Younger streamers are more likely to focus primarily on either familiar or new content. Among subscribers aged 65 and older, 60% opt for a mix of old and new content, followed closely by 53% of Gen X, making both groups comparatively less likely than their younger counterparts to seek new streaming content.
As far as the genres Americans are watching right now, mystery, suspense, and crime, as well as comedy, are most popular. While lifestyle and entertainment content are less popular, more than a quarter of U.S. adult respondents still cite either. Zooming out to the bigger picture, CivicScience data indicate these preferences have held relatively stable over the past year.
As consumers weigh cost against convenience and comfort, today’s streaming subscriber is more deliberate and less loyal. Ad-supported tier users, meanwhile, exhibit slightly lower rates of fatigue and churn, giving platforms that lean into comfort viewing and lower-cost options a potential opportunity in a more deliberate, less loyal market.
