Streaming’s new growth loop: ads, bundles, and live
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.
Key Takeaways
- Usage is stable, but value pressure is real: 42% say they spend too much; planned churn is 35%.
- Ad-supported plans are scaling quickly: 34% of Netflix and 31% of Disney+ subs; 48% of would-be churners would stay for a cheaper ad tier.
- Live is back as a retention lever: 30% want more live (sports, concerts, news, cultural moments).
- Bundling has gone mainstream: 51% use bundles, often via telecom partnerships (notably India 67%, Spain 62%).
- Streaming competes with TikTok/Instagram/YouTube for time: 49% of under-40s view social as a substitute.
Why It Matters
The 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.
Read full article at simon-kucher.com
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