The State of Streaming Services in the US: Navigating Subscription Fatigue and Driving Retention

Bundling and ad-supported plans will become increasingly important levers for streaming platforms to combat subscription fatigue and drive retention

In recent years, streaming services have reshaped how Americans consume media. Between Netflix, Apple TV+, Hulu, Disney+, Max, and more, the options seem endless. But as the number of streaming platforms increases, so does subscription fatigue. Are consumers getting tired of managing multiple subscriptions? How can streaming services keep their audiences engaged and subscribed?

Are We Reaching a Saturation Point?

Subscription fatigue is a real issue. The US results to our Global Streaming Study found that 42% of subscribers feel that they have too many streaming subscriptions and that nearly half of subscribers plan to cancel a subscription within the next year. Many subscribers are falling into a pattern of subscribing to watch specific content and then canceling once they've…