US results to Global Streaming Study 2025

Published on March 12, 2025

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 platforms. Our research identifies five pillars of US streaming growth opportunities in 2025:

  • Growth will come from retention and upsell
  • Ad-supported tiers and bundles are now table stakes
  • Subscribers want flexibility with plans
  • Gaming is a niche but potentially lucrative add-on
  • Younger viewers want short-form content and social features

Download our 2025 US Results to Global Streaming Study for the full data insights and recommendations.

US streaming study by Simon-Kucher

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