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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

Bundling Opportunities Go Beyond Video

High appeal exists for consumers in product, service & subscription bundles—particularly with Internet, retail, telecommunications and music products and services:

  • At least six out of ten of consumers find mobile service (66%), retail membership (63%) or audio services (60%) to be the most important in bundle considerations followed by about half finding gaming (47%), home security (45%) and food delivery services (45%) important. (Content + Connectivity Consumer Insights, 2024)
  • Rounding it out, education and learning services (40%), health and exercise (39%) and fantasy sports and gambling services (33%) are found to be the most important in bundle considerations. (Content + Connectivity Consumer Insights, 2024)

*Consumers that find this subscription type to be the most important in bundle considerations (2024)

Streaming Adoption

  • Almost two-thirds (66%) of streaming households now use ad-supported platforms, with Gen X and Boomers leading the shift. (Deloitte, October 2025)
  • The launch of new streaming platforms in the U.S. and Canada slowed in 2024, with only 36 new services compared to 59 in 2023.
  • The total number of available streaming platforms increased to 745, even as 40 platforms were discontinued, up from 27 in 2023. (BB Media Study, 2025)
  • Over 254M (75% of the U.S. population) will watch OTT streaming services this year including SVOD, AVOD and FAST services. (e-Marketer, 2024)
  • The number of global OTT service subscriptions is expected to increase from 1.6 billion in 2023 to 2.1 billion by 2028. (PWC, July 2024)
  • 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)
  • Average Number of DTC Streaming Services by Age (Leichtman Research Group, 2023)
    • A18-44: 4.8
    • A45-54: 4.0
    • A55+: 2.5
  • Netflix is the streaming service with the most subscribers (247.2 million)* followed by Amazon Prime Video (200M) and Disney+ (150.2M) (Digital Trends, 2024)

*Note: Disney’s latest Q3 2024 number is 153.8M

The actual Q2 ending number reported in the trades is 277.6 for Netflix

  • Netflix is currently the most subscribed video streaming service, with 260.28 million subscribers worldwide. (Forbes, 2024)
  • 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)
  • 84% of consumers cite ease of content discovery as important for choosing to subscribe to a video/service provider. (CTAM, Magid Research, 2024)
  • 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

  • 45% have canceled a streaming subscription within the last year because costs were too high. (Forbes, 2024)

For more, visit our other Media Behaviors & Industry Trends pages: