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.
- 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
