US Streaming Video Industry – Trends and Insights
- Streaming platforms have undeniably transformed modern entertainment, fundamentally altering how we consume media. Yet, despite the unprecedented access to content, many consumers find themselves overwhelmed, not liberated, by the sheer volume of options available.
- In the increasingly saturated US video on demand market, the primary challenge for platforms is no longer merely attracting subscribers, but cultivating a distinct identity that delivers both exceptional value and a seamless user experience.
- To differentiate themselves, platforms are strategically focusing on key areas. These include enhancing mobile engagement through short-form video, leveraging livestreams and using AI-driven recommendations to craft personalized, engaging experiences.
- Rising subscription costs and stricter password-sharing policies are prompting users to reassess commitments, opening opportunities for innovative, cost-effective solutions.
This Report Looks at the Following Areas:
- How users consume video content
- Platform preferences and usage trends
- Analysis of free ad-supported streaming services (FAST)
- What consumers are watching
- How consumers discover new content
- Viewing habits
| Report Attributes | Details |
|---|---|
| Published Date | October 2025 |
| Report Author | Haley Ferrini, Research Analyst, US Reports |
| Market Data Range | 2019-2030 |
| Consumer Data | 2,000 internet users aged 18+, August 2025 |
| Video entertainment sources | On-demand paid subscription streaming service, Free social media video, Cable TV, Live digital TV streaming service, Free ad-supported streaming TV service, Broadcast TV, Satellite TV, Sports streaming service |
| Leading providers in the US streaming video market | Netflix, Amazon Prime Video, Hulu, Disney+, HBO Max, Paramount+, Peacock, Apple TV, YouTube Premium, ESPN+, STARZ |
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Haley Ferrini, Research Analyst, US Reports
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- To combat streaming fatigue, promote bundles and consider licensing strategies
- Lean into the role of streaming as a secondary screen as media consumption habits shift
- Position streaming platforms as social hubs
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THE MARKET
- Snapshot – market size and forecast
- Despite consumers’ economic resilience, inflation concerns may prompt a rethink of spending habits
- Streaming platforms tighten the reins on password sharing
- Warner Bros. Discovery splits to compete in streaming wars
- Disney expands its empire, acquires Hulu and secures a majority stake in Fubo
- Boycotts loom over Disney+ as Kimmel suspension sparks outrage
- Streaming video growth remains gradual amid rising prices and shifting consumer preferences
- Graph 1: [no title]
- Total consumer spending and forecast of streaming video
- Market segmentation
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THE CONSUMER
- Video consumption and device usage
- SVOD and social media dominate, although preferences vary by age
- Graph 2: usage of video entertainment sources, by age, 2025
- Younger consumers are saying goodbye to SVOD
- Graph 3: on-demand paid subscription streaming service usage, by age, 2024 vs 2025
- With too many options, streaming is losing the convenience it once promised
- For consumers 18-54, watching is largely a mobile affair…
- Graph 4: devices used to view video content, by age, 2025
- …and television is losing ground
- Graph 5: devices used to view video content (select), 2024 vs 2025
- For many, the device drives the content
- Graph 6: “the device I am using to stream has some influence on the content I choose to watch” (% agree), by age, 2025
- Samsung partners with streaming giants
- Platform usage
- Netflix and Prime dominate, though competitors are thriving in their own unique lanes
- Graph 7: paid subscription on-demand streaming video services usage, 2025
- Younger consumers and men want an ad-free experience
- Graph 8: “if I have the option, I will always choose to pay more to have an ad-free streaming experience” (% agree), by age and gender, 2025
- Although willing to pay, younger consumers’ loyalty depends on content
- Graph 9: “I’ve canceled a streaming service but re-subscribed when new content was released” (% agree), by age, 2025
- YouTube TV and Hulu dominate live digital TV streaming, but smaller platforms are driving innovation
- Graph 10: paid live digital TV streaming services usage, 2025
- YouTube TV found its success through sports fans, but price hikes may be consumers’ last straw
- Consumers are itching for an accessible way to stream sports…
- …and when accessible, sports win big
- FAST
- It’s time to think FAST
- FAST is a weekly staple for younger viewers
- Graph 11: usage level of free ad-supported streaming TV services, by age, 2025
- Older audiences choose familiarity, younger consumers explore smaller options
- Graph 12: free ad-supported streaming TV services usage, by age, 2025
- Tubi captures Black viewers’ attention
- Graph 13: usage of Tubi, by race or ethnicity, 2025
- Free and ease of use drive FAST adoption
- Acknowledge that motivations differ across generations
- Graph 14: main reasons consumers use free ad-supported streaming services, by age, 2025
- PlutoTV doubles down on its core appeal to consumers
- Free access fuels FAST usage among women aged 18-54
- Graph 15: “doesn’t require a paid subscription” as main reason for using FAST, by age and gender, 2025
- With PBS’s fate uncertain, FAST may be able to win over young families
- Graph 16: “good for watching with friends or family” as main reason for using FAST, by age of children in household, 2025
- What are FAST users watching?
- Graph 17: genres watched, overall vs FAST users, 2025
- While consumers understand the need for ads on FAST, that doesn’t mean they embrace them either
- Take advantage of FAST users shopping while they stream
- What consumers are watching
- Category preferences vary greatly by age
- Graph 18: genres/categories watched, by age, 2025
- Opportunity to market sports content toward younger women
- Graph 19: sports content watched, by age and gender, 2025
- Fubo recognizes the power of women’s sports with new sports hub
- Tailor content to engage a variety of viewers
- Could licensing be the solution to streaming’s growing pains?
- Livestreams could fill the gap as consumers cut back on out-of-home entertainment
- Graph 20: “I enjoy watching live content on streaming services (eg sports, award shows),” by age and gender, 2025
- Hulu’s Lollapalooza livestream bridges fans and advertisers
- Content discovery
- Make content discovery effortless on streaming platforms
- Don’t underestimate social media’s influence on younger viewers
- Graph 21: influence of factors when looking for something new to watch (any rank), by age, 2025
- Optimize content discovery with mood-based picks for women and trending titles for men
- FOMO goes a long way for consumers 18-54
- Graph 22: “I feel left out if I’m not caught up on popular shows/movies” (% agree), by age, 2025
- Viewing habits
- As the world feels unsteady, consumers find solace in streaming
- Lean in to younger consumers’ desire for community and take social viewing a step further
- Graph 23: “I would be interested in attending a watch party for the premiere or finale of a popular show” (% agree), by age, 2025
- Brands can position themselves as part of these shared viewing experiences
- Tap into streaming’s power to entertain and relax
- Sometimes, old titles can be just as captivating as new ones
- Hulu embraces the timeless appeal of Gilmore Girls
- Consumers are multi-screening, redefining the role of streaming in their daily lives
- Advertisers are utilizing CTV ads as a full-funnel solution
- Leveraging social media
- Amplify discovery through social media
- Opportunity for streaming platforms to leverage social hub features
- Graph 24: “I’d like to see what my friends are enjoying directly on streaming platforms” (% agree), by age, 2025
- As social media becomes more divisive, could streaming platforms offer a new kind of social space?
- VIX and ESPN are already blurring the lines of social media and streaming by introducing short form content
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INNOVATION AND MARKETING
- Disney+ and Hulu launch perks to combat subscriber turnover
- Netflix teams up with NASA to stream live space events
- Tubi collaborates with creators to engage younger audiences
- Paramount scores exclusive deal with UFC for streaming rights
- Amazon Prime Video adds Peacock, moves closer to becoming a streaming hub
- Netflix House brings immersive fan experiences to life
- Fox and ESPN join the streaming game
- Immersive marketing pays off for Severance
- Disney+ taps into consumer demand for value with streaming bundles
- Netflix taps NYX and Wendy’s for Wednesday promotions
- How Superman took over Roku for movie promotion
- Disney markets the ESPN app to connect with fans everywhere
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APPENDIX
- Total consumer spending and forecast of video, streaming and rental
- Graph 25: [no title]
- Total consumer spending and forecast of video, streaming, and rental
- Total consumer spending and forecast of cable, satellite and other live TV services
- Graph 26: [no title]
- Total consumer spending and forecast of cable, satellite and other live TV services
- Market definition
- Forecast methodology
- Forecast fan chart methodology
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- Generations
- Abbreviations and terms
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