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.