Streaming demand stays high, but rising costs and content overload are fueling a return to bundling. Explore CTAM’s top stats, trends, and forecasts shaping what’s next.
The Era of Re-bundling
- According to Circana’s latest TV Switching Study, 2025 saw the return of the bundle:
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U.S. households averaged 5.4 SVOD subscriptions in 2025. (Circana, TV Switching Study, 2026)
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The top five SVOD services in the second half of 2025 were Netflix, Prime Video, Disney+, Hulu, and HBO Max. (Circana, TV Switching Study, 2026)
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One-third of SVOD bundle subscribers during the second half of 2025 saw customizable bundles as a way to save money. (Circana, TV Switching Study, 2026)
Bundling Opportunities Go Beyond Video
- Two-thirds (66%) of consumers would consider switching to a streaming bundle that combines streaming, smart home, fitness, music, and other subscriptions. (Horowitz, State of Media, Entertainment & Tech: Subscriptions 2025)
Bundling interest is highest among:- Families with children (76%)
- Young adults 18–34 (75%)
- Adults 35–49 (71%)
- Current streaming service users (71%)
- Over half (56%) of consumers want a single, centralized place to manage all their streaming subscriptions. (Horowitz, State of Media, Entertainment & Tech: Subscriptions 2025)
- Two-fifths (41%) of consumers say keeping track of multiple streaming subscriptions is currently challenging. (Horowitz, State of Media, Entertainment & Tech: Subscriptions 2025)
Streaming Adoption
- Premium SVOD growth is slowing as the market matures: YoY subscription growth fell from 12% in Q4’24 to 7% in Q4’25. (Antenna’s Premium SVOD 2025 Year in Review)
- Net new subscriptions also declined, with 18M added in Q4’25 versus 27M in Q4’24. (Antenna’s Premium SVOD 2025 Year in Review)
- Premium SVOD sign-ups are driven by promotions and sports events, with daily activity peaking at year-end. (Antenna’s Premium SVOD 2025 Year in Review)
- Black Friday promotions and NFL season launches for Paramount+ and Peacock show the biggest spikes in new subscriptions. (Antenna’s Premium SVOD 2025 Year in Review)
- Hit original series drive strong subscriber growth, with early sign-ups peaking in the first 30 days and continuing through 90 days post-premiere. (Antenna’s Premium SVOD 2025 Year in Review)
- Love Island USA and Landman led new sign-ups (1.3M and 915K), while Severance had the highest first-week sign-ups, showing ongoing attraction from popular shows. (Antenna’s Premium SVOD 2025 Year in Review)
- 91% of U.S. internet households subscribe to at least one streaming service, making it a baseline household expense. (Park & Associates, 2026)
- The U.S. average number of streaming subscriptions per household is now at 5.1 — second globally overall only compared to India. (BB Media Study, 2025)
- The increase in content across global SVOD services includes approximately 3,000 movies, 2,000 TV shows and 500 sports shows. (Gracenote, 2025)
- Overall, Amazon Prime Video remains the largest distributor of video content, offering nearly 69% of the available programming, up from 67.8% in Q1 2024. (Gracenote, 2025)
- Drama remains the top genre across the five services, but it has dropped from the No. 1 position on Disney+, where it has been overtaken by documentary, comedy, children and adventure.(Gracenote, 2025)
- Over the past two years, fewer consumers (37% in 2025 vs. 41% in 2023) report signing up for a new service just to watch a specific show. (Hub Entertainment Research, Evolution of Video Branding, 2025)
- While 58% of consumers knew that Stranger Things is on Netflix, fewer could correctly identify where to watch shows like The Bear (Hulu), Game of Thrones (MAX) and Ted Lasso (Apple TV+). (Hub Entertainment Research, Evolution of Video Branding, 2025)
Streaming Costs & Churn
- Premium SVOD is showing signs of market maturation, with Q2’25 seeing an 8% drop in quarterly cancels. (Antenna’s Premium SVOD 2025 Year in Review)
- Net adds turned negative in Q3’25, largely due to a September cancel spike for Disney+, Hulu, and HBO Max (8.9M total) following the Kimmel controversy. (Antenna’s Premium SVOD 2025 Year in Review)
- A significant share of canceled subscribers return: 23% within 3 months, 32% within 6 months, and 42% within a year. (Antenna’s Premium SVOD 2025 Year in Review)
- Netflix leads in win-backs (42% in 6 months, 50% in 12), followed by HBO Max and Hulu at 44% recovery. (Antenna’s Premium SVOD 2025 Year in Review)
- Nearly one-third (30%) of streaming cancellations in 2025 were driven by cost concerns. (Park & Associates, 2026)
- For the first time, viewers aged 35-54 are the most likely to have cancelled a streaming service after select programming ended (Circana, TV Switching Study, 2026)
- 11.1m SVOD users cancelled after the content they signed up for ended (Circana, 2026)
