As streaming reaches record-high viewership, so does the importance of navigation, visibility, and subscription. Explore CTAM’s curated stats, trends, and insights revealing how perceptions and usage habits are shifting.
In the survey report, “Navigating Digital Entertainment,” Looper Insights asked consumers: How satisfied are you with the overall layout and navigation of the streaming services (Examples: Netflix, Amazon Prime Video) or broadcasters (Examples: BBC iPlayer, NBC) interfaces on your digital platform (Examples: Ease of finding TV shows, films or live events)?
See what consumers reported:
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Looper Insights also asked consumers: When choosing to subscribe to a streaming service (Examples: Netflix, Amazon Prime Video), how important is the accessibility and visibility of that service on your digital platform’s main menu (Example: easy to find)?
See what consumers reported:
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- Streaming reached a record 40.3% share of U.S. viewing in June 2024. (Nielsen)
Viewer Perceptions
- More than 40% of consumers eye social media video and streaming as “watching TV”. (Deloitte, October 2025)
- Deloitte reported that over two-fifths (41%) of surveyed consumers consider watching videos on social media and streaming platforms as forms of “watching TV.” (Deloitte, October 2025)
Aggregating Streaming Networks
- Consumers express specific interest in universal search features, a central hub and tailored recommendations when it comes to streaming and TV services. (CTAM/ Magid Content + Connectivity, 2024)
- Bundling services offer numerous benefits for consumers such as consolidating bills, content, and log-ins into a single point of access. (CTAM/ Magid Content + Connectivity, 2024)
- Instead of subscribing to more services, consumers are bundling what they already have with 45% of consumers self-bundling Pay TV with SVODs—whether it’s MVPD + SVODs, mMVPD + SVODs, or other combinations. (CTAM/ Magid Content + Connectivity, 2024)
Consumer Subscription Behavior
(Bango’s Subscription Wars—Super Bundling: Global Trends, 2024)
- 1 in 3 U.S. subscribers now pay for a service they never use
- 35% have lost track of how much they spend on subscriptions each month
- The trend is not a uniquely U.S. subscriber issue, as Latin American and European subscribers also find it hard to keep track of their subscriptions
- Three-quarters of U.S. subscribers report having a “forever subscription,” one that users never pause or cancel
- 54% of U.S. subscribers said they would spend more time using their subscription services if an all-in-one platform was available
