US results to the 2025 Global Streaming Study

Unlocking the next generation of streaming customer growth

The state of US streaming

The US streaming industry has matured into one of the most competitive entertainment markets in the world. After more than a decade of rapid subscriber acquisition, growth has slowed. Households already hold nearly four subscriptions on average, and many consumers are hitting the limits of what they’re willing to manage and open their wallets for. For providers, that might look like a ceiling. But the story doesn’t end there.

Our 2025 Annual Streaming Study shows that the market is still dynamic, just in new ways. Audiences are expanding their monthly budgets, experimenting with ad-supported tiers, and showing a willingness to pay for differentiated content and features. At the same time, younger viewers are rewriting the rules by blending short-form video and social engagement into their entertainment mix.

This evolution creates a new growth agenda for…