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The holiday season can offer some extra time off for Americans to kick back and watch video-streaming content. This likely uptick in streaming service usage over the next two weeks provides the perfect opportunity to examine the latest video-on-demand streaming insights and explore how holiday binge-watching fits in. Here’s what new CivicScience data has to say:
Consumers Increasingly Have 4+ Video-On-Demand Streaming Subscriptions, Here’s Why:
New CivicScience data show the percentage of U.S. adults with 4+ subscriptions has risen 10 points from 21% in 2021 to 31% today, with a three-point rise over last year alone. Twenty-six percent have two subscriptions, 24% have three, and the number with just one has held steady at 19% over the past year.
What’s driving multi-subscription holding? CivicScience data show the prevailing reason consumers say they have 3+ subscriptions is that their desired content is spread across multiple different platforms. Over two in five say they simply enjoy watching a lot of streaming content, while cord-cutting is also a key driver. However, not all subscriptions are long-term – 18% are only keeping a subscription until they finish the current show or movie they’re watching.
Speaking of cord-cutting, additional CivicScience data find the percentage who have cut the cord on cable/satellite has risen dramatically over the past four years – 60% say they have cut their cable/satellite TV subscriptions and moved to streaming-only services, up from 34% in 2020.
Let Us Know: Have you expanded or reduced your streaming subscription library this year?
Holiday Binge-Watching Likely to Reach New Heights
Holiday time off is likely to allow for extra usage of those multiple subscriptions for binge-watching. Holiday binge-watching has been on the CivicScience radar for years, and the latest data suggest a rebound of the trend is underway – 60% of U.S. adults say they’re at least ‘somewhat’ likely to binge-watch this year, a seven-point jump from 2023 and the highest level since tracking began in 2021 (excluding ‘I’m not sure’).
Much like previous years, Gen Z aged 18-24, women, and Democrats are the primary holiday binge-watchers. That said, Republicans are five points more likely to partake in the practice this year than they were last year (51% to 46%).
Coping with Holiday and Election-Related Stress Likely Factors In
Although feelings of holiday-related stress appear to have declined this year, they rose notably among a key holiday-binging demographic – Gen Z. Additionally, 67% of those who report they are ‘more’ stressed during the holiday season say they are at least ‘somewhat’ likely to binge-watch this year, an increase of 14 points from 2023.
A tense and polarizing election that will see a dramatic shift in how the country is run also plays a role – 61% of those who say their stress levels have ‘increased’ since the 2024 election are likely to binge-watch during the holidays, outpacing those whose stress levels have ‘decreased’ since the election by nine points (52%).
The Shifting Taste of Holiday Binge-Watchers
Diving into the favorite genres of this year’s crop of likely binge-watchers reveals that while the overall ranking of genres remains unchanged over last year, certain categories gained over others. For instance, binge-watchers have grown notably more interested in watching action/adventure (+8pp), science fiction/fantasy (+7pp), and mystery/suspense/crime (+6pp). Conversely, they became slightly less likely to watch lifestyle content.Â
Take Our Poll: How likely is it that you will binge-watch streaming content this holiday season?
The rebound in holiday binge-watching highlights how streaming platforms have become an essential outlet for stress relief and entertainment, particularly as consumers navigate holiday and election-related pressures. With evolving genre preferences and growing demand for multiple subscriptions, streaming services that cater to these trends are well-positioned to capture heightened viewership during the holidays and the year ahead.
