Simon-Kucher’s Global Streaming Study 2025 (surveying 12,000+ streamers across 11 countries) reports that streaming usage is stable (88% same or more than last year) and intended churn declined to 35% over the next 12 months, while 42% say they spend too much on streaming. The study highlights rapid adoption of ad-supported tiers—reported at 34% of Netflix and 31% of Disney+ subscriptions—alongside growing demand for live content (30% want more live) and mainstream bundling (51% using bundles, often via telecoms). It also notes increasing competition for attention from social platforms, with 49% of under-40s viewing social media as a substitute for streaming.
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Add as preferred sourceThe industry’s next chapter isn’t “more subs,” it’s “better unit economics.” Ad tiers are becoming the default pressure valve for price fatigue—and a surprisingly effective acquisition tool—while bundles shift distribution power toward telcos and aggregators that can package affordability. Live content is emerging as the cheaper “stickiness” upgrade versus endless premium originals, but it raises delivery, rights, and ops complexity. The bigger meta-threat is attention: if social video is the substitute, streamers need an omnichannel funnel (short-form discovery → long-form viewing) and sharper personalization to keep minutes—and margins—from leaking.
