Simon-Kucher’s Global Streaming Study 2025 reveals a maturing industry where monetization, personalization, and interactivity define the next frontier.
Global streaming growth has stabilized, signaling a mature market landscape pushing providers to innovate beyond subscriber acquisition alone, according to global growth consultancy Simon-Kucher’s latest study. Over 12,000 subscribers surveyed revealed rising demand for ad-tiers, bundles, and live content, as well as growing competition from social media.
“It’s not just about growth anymore, it’s about growth with staying power,” says Lisa Jaeger, Partner at Simon-Kucher. “To build real value, platforms need to monetize smarter: through ad innovation, bundled access, and content that keeps viewers coming back.”
Key findings and implications:
Streaming stabilizes – but viewers are more selective, not switching off
88 percent of respondents say they’re streaming the same or more than last year, confirming continued engagement despite a cooling growth rate.
Churn is declining: only 35 percent of global streamers plan to cancel a service in the next 12 months, down 2 percentage points from 2024.
At the same time, 42 percent feel they are spending too much money on streaming.
Implication: Consumers aren’t leaving streaming – they’re more loyal, but also more selective. Many are increasing their streaming budgets and holding on to multiple subscriptions. To stay in the mix, platforms must focus on perceived value, offering affordable, flexible models that feel worth keeping.
Ad tiers double: cost-conscious viewers reshape the model
Ad-supported plans now make up over a quarter of Netflix (34 percent) and Disney+ (31 percent) subscriptions, nearly double last year’s share.
Netflix leads in capturing new subscribers via ad-supported packages; 60% are entirely new customers.
48 percent of users at risk of cancelling say they’d stay for a cheaper ad-supported plan.
Implication: Ad-tiers aren’t just a fallback, they’re a growth engine. With the right targeting and transparency, they can boost acquisition and retention at the same time.
Live content surges: on-demand isn’t enough
30 percent of streamers, especially younger viewers, say they want more live streaming – from live sports and concerts, to breaking news and cultural events.
Implication: The appetite for live experiences is real. Platforms that invest in curated live content can increase stickiness without overextending their original content budgets.
Bundles go mainstream: simplicity drives adoption
Over half (51 percent) of global subscribers now opt for bundled streaming packages, especially through telecom providers.
This trend is especially strong in India (67 percent) and Spain (62 percent), whilst Australians lag behind the pack (34 percent).
Implication: Bundling is no longer only a churn defense – it’s a mainstream way consumers manage their streaming budgets. Partnerships with telcos and platforms offer providers an effective route to affordability and convenience, meeting consumer demand for simplicity and better value.
Streaming vs. social: the race for attention intensifies
Almost half (49 percent) of under-40s view social media as a streaming substitute.
In fast-moving markets like India and Singapore, that share is even higher (72 percent and 56 percent respectively).
Implication: Streaming providers aren’t just competing with other platforms – they’re competing with TikTok, Instagram, and YouTube. To win attention, content must be interactive, shareable, and create an appetite for more: bite size content on those platforms can spark interest and pull viewers back to full-length experiences.
“The market is shifting from volume to value,” concludes Jaeger. “With ad-tiers making streaming more accessible, many viewers are willing to pay for several services. But to earn their time and loyalty, platforms will need to surface the most relevant, engaging content, powered by smarter recommendation engines and a sharper understanding of what people actually want to watch.”
Complete study findings are available upon request, including country splits.
*About the Study: The Global Streaming Study 2025 was conducted April - May 2025 by the global consultancy Simon-Kucher. More than 12,000 streamers from across 11 countries (Australia, Brazil, Germany, India, Japan, Netherlands, Sweden, Singapore, Spain, UK, US) were surveyed on their streaming behaviors and preferences. Global averages have been calculated based on the countries included in both the 2024 and 2025 studies, to allow for direct comparison.
