• by Wayne Friedman , Staff Writer, February 19, 2025

Streaming TV is definitely slowing down -- especially when it comes to newly launched platforms versus those that are disappearing -- according to a new BB Media study.

Last year 40 streaming platforms were discontinued in the U.S. and Canada -- up from 27 in 2023, 21 in 2022, and 16 in 2021, according to the global streaming data science company.

At the same time, new streaming platforms have slowed substantially -- 36 in 2024 compared to 59 in 2023, 60 in 2022 and 66 in 2021.

Still, there was a net gain of streaming "platforms available” at 745 -- up from 722 in 2023 and 669 in 2022.

As with many other studies, Netflix still commands the lion's share in terms of viewing, with an average 5.7 weekly hours for users.

Prime Video is next at 3.8, followed by Hulu (3.7), Disney+ (3.3) and Paramount+ (3.1).

BBN Media says in the U.S. the average number of subscriptions per household is now at 5.1 -- second globally overall. India had the most, at 6.6 per household.

Through the first nine months of 2024, all major streaming platforms continued to see rising shares of their users choosing the advertising options in the U.S. and Canada. Netflix is now at 22%, while Disney+ comes in at 31%, Prime Video is at 32% and Max is at 25%.

Similar gains appeared in European and Latin American countries as well.

In the U.S. and Canada and Latin America, the biggest advertisers on streaming platforms are the streaming brands themselves. This is followed by delivery services, food brands, and entertainment companies.

Rising subscription costs have yielded to more account sharing -- with subscription-based platforms growing 19% and TV Everywhere services 18% higher.